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Creative trips: China

A tour of regional creativity in a Grand Prix, Gold, Silver, Bronze and shortlisted Lion

This week, we visit China, which has taken home 58 Lions over the last three years.

created on Wednesday 25 Jan 2017

Ad spend in China for 2017 is expected to reach more than $92 billion. That’s a lot of creativity. The importance of Chinese creativity was underlined by the creation of a special China Day programme in 2013, which returns again this year as part of the Festival programme. Here’s a tour of work from China, from each level of metal...

The shortlisted one

See the full credits in the Cannes Lions Archive
Bruce Lee Ping Pong, by Nokia
Shortlisted Cyber Lion 2009

Bruce Lee plays ping pong. There was no way we weren't including this one. Filmed 35 years after the death of the martial arts expert and cultural icon, this viral video was a big hit at the time. 

The Bronze one

See the full credits on the Cannes Lions Archive
Suicide, by Electrolux
Bronze Film Lion 2006

A film about a vacuum cleaner and a suicide attempt. Any further explanation won't do this justice. 

The Silver one

See full credits in the Cannes Lions Archive
The Keyboard of Isolation, by Family Care for Grassroots Community
Silver Design Lion 2012

This is an emotional one, and a concept many people will relate to. This also should have won a Lion for one of the bleakest campaign titles. 

The Gold one

See the full credits in the Cannes Lions Archive
SMS Last Words, by Global Road Safety Partnership
Gold Media Lion 2016

This is an important issue so we’re going to be serious for a moment and not say anything distracting. Just watch the film, and think twice before you text behind the wheel. We care about you. Drive safe people. 

The Grand Prix

#Cokehands, by The Coca-Cola Company
Gold Outdoor Lion 2012
The story behind this one is a bit special. Graham Fink, Ogilvy’s Chief Creative Officer personally tracked down and reached out to Jonathan Mak Long, a young student-artist who had previously gained internet acclaim for a Steve Jobs tribute which went viral soon after the Apple founder’s passing. The end result yielded this design for Coca-Cola, which conveys in the simplest way Coke’s spirit of sharing and friendship sparked each time a bottle of Coke is passed from one hand to another.

(Ogilvy & Mather's Chief Creative Officer Graham Fink, with artist Jonathan Mak Long and the 2012 Grand Prix for Outdoor)

Browse more examples of creativity from China - or anywhere else in the world - on the Cannes Lions Archive. More information about China Day 2017 will be announced soon. 

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