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A Thread of Hope

basics
Industry: Public interest & Non-profit
Media:Outdoor
Market:China
Style: Minimalism
descriptioncnen
BriefExplanation

In 2015, there were 59007 cases of child abductions in China. But, the number of them returning home safe is extremely small. Many parents quit their jobs and do whatever they can to find their children. Because wherever they are, the indestructible bond between parent and child will never change. “A THREAD OF HOPE” Every thread stitches two images together—the heartbroken parent and their lost child—representing their long suffering and undying love. “A THREAD OF HOPE” is an installation using traditional, handcrafted cross-stitch to visualize the tugged heartstrings of parents of lost children. Every thread stitches two images together—the heartbroken parent and their lost child—representing their long suffering and undying love. More importantly, they represent the parents’ never ending hope.The exhibition in M50 Art Centre, Shanghai, garnered over 974,000 shares, and more than 50 media coverages. More importantly, we raised support from the entire nation and government.
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Other credit:Entrant Company: TBWA\SHANGHAI, China
Media Agency: TBWA\SHANGHAI, CHINA
Asia Creative President & Greater China President and CCO, Nils Andersson, TBWA\ Shanghai
Group Creative Director, Jason Jin, TBWA\ Shanghai
Marketing And Communications Manager, Anny Wu, TBWA\ Shanghai
PR & Marketing Executive, Vicky Li, TBWA\ Shanghai
Project Supervisor, Cuiqin Mo, AU79 Communications
Construction, Rodger San, amazin Shanghai
Construction, Alex Shi, amazin Shanghai
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Outdoor
Special Build
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