Lena Hou
Art Director at Ogilvy China
Beijing, China
TitleGlass
Agency
Campaign Illiterate - New Citizen Program (China)
Advertiser New Citizen Program
Brand New Citizen Program
PostedApril 2009
Business Sector Institutional/Public Interest/Non-Profit Org.
Story Ogilvy Beijing and New Citizen Program commissioned local artists to create “Bricks”, “Barbed Wire” and “Glass”, three installation art pieces placed outside popular art galleries in China. The provocative installations symbolize the effects of illiteracy on children affected by relocation to cities with their migrant working parents.
Philosophy Enough money was raised to commission a new school and enroll 950 new students.
Problem Statistics show that a quarter of the 21 million children who have moved to cities with their migrant working parents have no hope of getting an education. Each of the installations included information on the campaign along with a phone number to call to donate money.
Media Type Outdoor/Out of Home
Executive Creative Director
Art Director
Creative Director
Art Director
Copywriter
Copywriter
Copywriter Song Yue
Copywriter
Copywriter
Photographer
Photographer
Art Director
Art Director
Art Director
Art Director

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