Cannes Lions

MIND ART

OGILVY SHANGHAI, Shanghai / WINSOR & NEWTON/SHANGHAI YUE MIAO CENTRE FOR PEOPLE WITH DISABILITIES / 2014

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Case Film

Overview

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Credits

Overview

Description

The Mind Art Experiment.

China has the world’s greatest population of disabled people. They number 83 million. Shanghai’s Yue Miao Centre for People with Disabilities wished to raise awareness and support for them. They teamed up with art materials supplier Winsor & Newton for a unique project. 16 handicapped people were invited to an experiment in mental prowess and self-expression.

First they chose their palette. Their chosen pigments were then placed in balloons equipped with tiny detonators. And surrounded by canvas. A device captured their brainwaves and sent signals to a processing unit.

The results were, quite literally, mind-blowing. The event was covered on Weibo, We-Chat and by the local press. The paintings were auctioned and the 160,000 RMB that was raised went back to the center.

Execution

Combine human care, technology, art closely together. Use the paint of Winsor & Newton in this experiment to help raise the brand image among the people, which wins more positive awareness of the brand, and care for the disabled.

Outcome

The paintings were auctioned and the 180,000 RMB that was raised went back to the Centre.

During 2 months of exhibition, an estimated audience of 60,000 was reached. Hundreds of TV stations, art magazines, newspapers and websites reported the campaign in China. On Weibo (Chinese Twitter), it also attracted 23,000 retweets and 6,678 comments.

The brand image of Winsor & Newton has been raised by 10%. And more importantly, all the 8 disabled people who joined our project find a job afterwards. And their stories are influencing more people.

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Shortlisted Cannes Lions
MIND ART

OGILVY SHANGHAI, Shanghai

MIND ART

2014, WINSOR & NEWTON/SHANGHAI YUE MIAO CENTRE FOR PEOPLE WITH DISABILITIES

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