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Challenge
China has the highest number of Alzheimer’s sufferers in the world, but it also has one of the lowest awareness and understanding levels of its symptoms, leading to people getting treatment too late. Robbing them of the most precious thing they have, their memories.
Awareness needed to be created, not just of the disease but also the symptoms.
Solution
mcgarrybowen Shanghai created the Fading Font - specially designed Chinese characters which had strokes faded away. This was meant to replicate just how Alzheimer’s would take away people’s memories piece by piece. Nearly 7,000 common Chinese characters were designed and to built into an applicable Chinese font library.
On World Alzheimer Disease Day, it was provided as a free tool for public to use and spread. As people used the font, not only did it create awareness but also, gave them a sense of what it would feel like to live with this disease.
Results
The Font has been downloaded and used over 130,000 times, and was the No.1 Hot topic on Sina Weibo. It achieved over 34,000,000 views, with over 100 brands and celebrities joining the campaign. Overall, we achieved a total reach of over 234,870,000 people.
Retail Transformation
Isobar: Retail Transformation
mcgarrybowen: The Fading Font
Creating awareness around the symptoms of Alzheimer’s through a specially designed font that was free for public use.
Isobar: Mondelez
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Isobar: Aeronaut
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Disney Studios
A social commerce campaign using chatbot technology via Facebook Messenger to reach a wider audience and drive conversions for Disney Studios.
360i: Change the Picture
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Carat: Dis-Moi Elliot
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Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
Malaria No More: A movement to end malaria
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BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Dentsu Aegis Network: Coca-Cola
Leveraging augmented reality, data, rewards and media traffic with Alipay to create Chinese New Year magic for families in China.
Taproot Dentsu: adidas
An ode to all the para-athletes across the world.
Isobar: Uniqlo
An in-store activation using neuroscience technology, helping shoppers decide what to buy.
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Dentsu Aegis Network: KFC
KFC has been in China for decades and needed to re-invent itself to win young consumers back and grow the business.
John Brown Novus: Starwood
A data-driven, mobile-first, travel and lifestyle content hub that puts our Intelligent Content model into action.
Isobar: Chevrolet
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.