Cannes Lions

A Thread Of Hope

TBWA\SHANGHAI, Shanghai / BAOBEIHUIJIA / 2017

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

“A THREAD OF HOPE” Every thread stitches two images together—the heartbroken parent and their lost child—representing their long suffering and undying love.

Execution

“A THREAD OF HOPE” is an installation using traditional, handcrafted cross-stitch to visualize the tugged heartstrings of parents of lost children. Every thread stitches two images together—the heartbroken parent and their lost child—representing their long suffering and undying love. More importantly, they represent the parents’ never ending hope.

Outcome

The exhibition in M50 Art Centre, Shanghai, garnered over 974,000 shares, and more than 50 media coverages. More importantly, we raised support from the entire nation and government.

Today, China’s legislation has finally amended its laws, making child abduction punishable by the death penalty.

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