Cannes Lions

CHINA ALLIANCE FOR LOW CARBON ACTION

SAATCHI & SAATCHI, Shanghai / CHINA ALLIANCE FOR LOW CARBON ACTION / 2012

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Overview

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Credits

Overview

Description

More than 70% of China's energy comes from coal. China is now the world's biggest coal producer. And consequently, has replaced America as the number one emitter of carbon dioxide.

But the citizens of China are paying a high price, in terms of lower air quality which affects the health of millions of people, and in terms of lives - every year thousands of workers die in coal mine accidents.

We wanted to draw attention to this problem in a unique way. Honeycomb-shaped coal briquettes are used widely in China for cooking and heating. Our idea was to makes the world's largest honeycomb-shaped briquette and create an art installation to symbolise how coal is crushing our society.The installation registered over 100,000 visitors. 2 reputable art galleries requested the installation be placed on permanent exhibition at their galleries. 250 major media organisations ran stories about the installation, prompting innumerable discussions and debates in Chinese social media, forums and micro-blogs.

CONCLUSION. The installation reached a total audience of over 80m people. After the event, 12 more organisations were inducted into the China Alliance for Low Carbon Action, which promotes China's transformation to a low carbon economy with more focus on environmental protection.Finally, China's Premier, Wen Jiabao, announced a new target to reduce carbon emissions by 40%-45% by the year 2020. In government, industry and society, there is renewed focus on creating environmentally friendly solutions for China's growing energy demands.

Execution

Honeycomb-shaped coal briquettes are used widely in China for cooking and heating.

We made the world's largest honeycomb-shaped briquette and created an art installation to symbolise how coal is crushing our society. The contrast between the huge briquette and the small vehicle group reflects the vulnerability of human beings when faced with the vengeance of the nature. The installation has been exhibited for 3 weeks.

Outcome

It registered over 100,000 visitors and a 2 famous art galleries requested permanent installation. 250 major media reported the work and there are 890,578 discussions and 763,326 transfers in the social media. It reached an audience of over 80m. 12 more organisations were inducted into the China Alliance for Low Carbon Action.Premier, Wen Jiabao, announced a new target to reduce 40%-45% carbon emissions by 2020. In government, industry and society, there’s renewed focus on creating environmentally friendly solutions for China's growing energy demands.

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