Prestigious real estate projects are often promoted with attractive 3D simulations, where scale model figures live happily in an ideal environment. Serviceplan used the same visual language to promote a fictional real estate project in China. Except they created an architectural scale model with a twist, depicting Police brutality against Ni Yulan, in order to draw attention to the millions of Chinese thrown out of their homes to make room for luxury buildings. With this campaign Amnesty International draws attention to the plight of human rights defender Ni Yulan. The Amnesty International film has been broadcast during cultural festivals in Belgium. In order to reinforce the campaign, Serviceplan also created a stand around its 3D model with the same model figures, a poster, an ad and flyers.
Problem
New building projects in China come with a price. Ni Yulan is paying for it. For the past 20 years, China has been building on a scale never seen before. However the rapid construction comes at a price, with millions of Chinese people forced out of their homes to make way for luxury real estate, factories and roads. In this way, local administrators can meet the Communist Party's desire to ensure economic growth. House evictions are often accompanied by violence, and the victims receive only a small compensation, which is no more than a fraction of the value of their home. Civil rights Lawyer Ni Yulan has spent several years appealing to Chinese authorities to put an end to this injustice. Her peaceful activism has resulted in her eviction and torture.