This is a great ad from a western point of view; however I’m not sure how Chinese would react. Since the ad is done in English and the contact number is for China, my only thought is that it’s focused on expats.
However, expats aren’t the source of pollution in Shanghai – Chinese locals are to a insane extent responsible for most pollution. Sorry if it sounds bad, but its true; I’ll walk down the street to buy some groceries and witness cigarette being thrown out of cars, half eaten food flung by teenagers down the street (thats a bit later in the evening, albeit); trash being disposed of out of 2nd or 3rd story windows to crash down unexpectedly at my feet, etc.
This begs the question; who is this ad talking to? I love teh design, but it seems to me that it’s preaching to the choir.
Also, while I love the tibetan motif, Chinese locals seem to look down on their brethern from western China. Does using the primary symbol of the region generate the kind of influence the ad is looking for?
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Advertising Agency: McCann Erickson Guangming Ltd, Shanghai, China
Creative Director: Vincent Pang
Art Directors: Fifi Tsang, Kitsze Leong
Copywriters: Lester Morales, Kim Luan
Illustrators: Vicky Chai, Xiao Gang
Published: November 2008
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