Every day a 10-year-old child has to carry a load of schoolbooks that weighs 15kg. Help lighten their workload.
Advertising Agency: Grey Beijing, China
Executive Creative Director: Chee Guan Yue
Creative Directors: David Wang
Art Directors: Chee Guan Yue
Copywriters: Adrian Zhu
Producer: Kevin Bi
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22 Comments
Great!
Like so many pieces of ambient, I question how well this really worked. The sheer cuteness of the figurine undercuts the seriousness of the message, and given that books are usually turned spine out on the shelf means the headline would be facing in the wrong direction for a reminder read, thus eliminating the message altogether.
Dude. They're called bookENDS. Meaning they're on the end. And therefore, still entirely readable.
*Dude*, look at a set of bookends sometime and tell me which side FACES OUT.
the copy faces out but the expression of the ceramic child will always be seen.
which is okay because 1.the copy has already been read when the ambient piece was delivered. 2. anyone new to the ceramic book ends would like to know why the books are leaning and why the bookend kids look so distressed.
Well said.
I assume these would go on the teacher's desk as a constant reminder. They don't need to read it every time to remember the message.
Like it.
what the fuc*! is this, how you supose to help this kid... what a fake ambient. (so you see this, realize about the problem and then? no phone number no webpage...
yes . i agree with u. no contact information about help and more
don't be affraid of design.
:::J:::
i think it's just meant to raise awareness..
nice. good job
:::J:::
good point, bad execution.
from guangzhou/canton china
good one...I think parents are not the tg...education depart should see this.
Nice one
Flooded with art!
Flooded with art
Charming idea, worthy of praise, only I hope it's not another scam.
Nice out of the box idea!
Hard to be Ads.
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Just an opinion.
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Just an opinion.
agree with adstrike
seems like this is done for the awards...
don't see how this can help the situation of the kids... good one to help the creative team though :)
http://www.watshow.com
good one :)
http://www.watshow.com
no bad
Cute!
oh my god!
Chee Guan,bad idea,bad result.