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FLOATING LOTUS

LEO BURNETT SHANGHAI, Shanghai / SHANGHAI ZENDAI HIMALAYAS CENTRE / 2012

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Overview

Credits

Overview

BriefExplanation

Challenge and Objective:The 'Zendai Himalayas Centre', wanted to generate awareness for its summer music event, 'Future Water World', a concert to raise awareness for rising sea levels due to climate change.

With their very limited marketing budget, it was essential that we enlisted the help of netizens and online media to generate support for the event.Strategy and Execution:We gathered 8 traditional 'Wi Ping' boats and suspended them 10m above the sidewalk, arranged in the shape of a huge black lotus (a symbol of salvation in China). Pedestrians walking beneath the sculpture could look up at the floating lotus and feel the pressure of the rising oceans above them.Outcome:The work was picked up by the Xinhua News Agency, China Daily, Sina, Tencent and more than 150 smaller sites. Micro-blogging, social-media networks and other internet forums generated considerable online buzz, resulting in free-media worth CN¥100m , reaching 55m people.120,000 people attended the 3-day music festival. To date, more than 2,000,000 people have signed the pledge for environmental action.

ClientBriefOrObjective

The 'Zendai Himalayas Center', wanted to generate awareness for its summer music event, 'Future Water World', a concert to raise awareness for rising sea levels due to climate change.

Execution

We gathered 8 traditional 'Wi Ping' boats and suspended them 10m above the sidewalk, arranged in the shape of a huge black lotus (a symbol of salvation in China). Pedestrians walking beneath the sculpture could look up at the floating lotus and feel the pressure of the rising oceans above them.

Outcome

The work was picked up by the Xinhua News Agency, China Daily, Sina, Tencent and more than 150 smaller sites. Micro-blogging, social media networks and other internet forums generated considerable online buzz, resulting in freemedia worth CN¥100m, reaching 55m people.120,000 people attended the three-day music festival. To date more than 2,000,000 people have signed their pledge for environmental action.

Strategy

With their very limited marketing budget, it was essential that we enlisted the help of netizens and online media to generate support for the event.

TheSituation

The 'Zendai Himalayas Center', wanted to generate awareness for its summer music event, 'Future Water World', a concert to raise awareness for rising sea levels due to climate change.

With their very limited marketing budget, it was essential that we enlisted the help of netizens and online media to generate support for the event.

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