At the annual Great Wall advertising festival in China, which took place in Guiyang on October 24-27, MullenLowe Group’s China agency took home the top honour of the year, winning the Grand Prix for the ‘Human Traffic Signs’ campaign for Buick. This is the second consecutive year that MullenLowe China have scooped the Grand Prix at the Great Wall festival, and comes a month after winning the Grand Prix at China 4As awards – again for the second year in a row.
This triumph at China’s most prestigious creative awards festivals comes off the back of multiple overseas awards wins for the campaign this year, including the Grand Prix at AdStars in Korea, Gold at Cannes, two Golds at the London International Awards, as well as being named the second most awarded campaign at Spikes Asia in Singapore.
The ‘Human Traffic Signs’ campaign created for General Motors Buick brand, offers a stark warning of the dangers of not obeying traffic laws. The campaign recruited real traffic accident victims, who held up traffic signs at the spots where their accidents actually happened. The beautifully crafted photographs and film from the accident hot spots provide a compelling message about the importance of road safety.
MullenLowe China’s team contacted more than a hundred victims and only 9 of them agreed to appear in the campaign. The creator of the campaign, Zeng Qiang (Group Creative Director at MullenLowe China) commented, “To me, they are all heroes. These victims are very brave and some of them told me, appearing in the campaign is also part of their healing process.”
“This is a deeply emotional campaign. A picture is worth a thousand words,” said Kitty Lun, Chairman/CEO of MullenLowe China. “It is such powerful communication – we know people are affected and moved by the campaign, and hopefully will obey the rules next time they drive.”