Grand LIA   |   Winners   |   Finalists

Public Service/Social Welfare Campaign

Bronze Winner

Entrant: Ogilvy & Mather, Beijing

Center for Psychological Research
"Weapons 1", "Weapons 2"

Visit web site

    Click a thumbnail to change media.

Corporate Name of Client:
    Center for Psychological Research, Shenyang
PR / Marketing: Jeremy Webb/Bob Wang/Ben Xu/Frank Chen
Agency: Ogilvy & Mather, Beijing
Chief Creative Officer: Graham Fink
Executive Creative Directors: Juggi Ramakrishnan/Doug Schiff
Creative Directors: Qi Xingsheng/Wilson Chow/Wang Fei
Copywriters: Juggi Ramakrishnan/Wilson Chow/Guilin Bo/Li Chuyu/
    Doug Schiff
Art Directors: Qi Xingsheng/Xiao Xiaodong/Fu Lei/Li Kaixin/
    Xie Yong/Wang Fei/Soonguan Poh
Agency Producers: Rita Yang/Quetina Yang/Li Jing/Ding Jinfeng
Creative Technologist: Eric Wu
Designers: Xie Yong/Guo Yu/Wan Xing/Wang Tongxue/Lin Wanqiu
Flash Designer: Zhang Lei
Digital Designers: Jason Wee/Didi Shao/Sisi Xing
Animator: Sun Zheng
Sound Design Company: Kaiser Sound Studios, Amsterdam
Music Production Company: Massive Music Shanghai, Shanghai
Music Producer: Diederik van Middelkoop
Video Editor: Morris Ku

Description of the Project:
We first got six juveniles held in the Shenyang Detention Center to open up to us. Their stories poured out of them and we cut together short documentaries. We took the words of abuse and realized that with their many parts, they could possibly turned into the very weapons they used to commit their crimes. So craftsmen and artists transformed the abusive words first into nickel-plated steel. Then we created 3D equivalents and gave them a little weathering, for online use. We then decided to place them in an urban background, perhaps similar to a place where they were often used. And finally added a victim, at varying ages to bring the human element and the cold steel of the words and weapons together.