The Keyboard of Isolation, an ambient advertising campaign designed for Family Care For Grassroots Community in China, has won Best of Show in the Outdoor Lotus category at Adfest in Thailand. The campaign, developed by DDB China, involved interviewing families negatively affected by too much spent on the internet, and designing an installation that would raise awareness of the issues involved.
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Our society is getting more and more isolated due to our addiction on internet surfing. With half billion netizens in China, many are unaware of how being online can alienate their family. Family Care For Grassroots Community is a non-profit organization dedicated to community building and family care. They wanted to communicate their call for spending less time online and more family time, in a ground-breaking way.
The first step was to interview families that have poor relationships due to the overuse of computers. Photographers recorded true scenes in their family. A modelling team made more than 100 vivid 9 cm figurines crafted in the likeness of these family members, recreating the scene of them overusing computers. The team set up a massive installation in an IT mall and put these figurines in sealed glass jars of different sizes. The glass jars with figurines were arranged in the form of a 5-meter-long keyboard, just like all the real-life family members being isolated in the keys. Every single person inside every single key had an isolated story. The installation was extended to places where more people could experience it, at outdoor plazas, hotels and metro stations.
During the two months of the exhibition of our outdoor installation, an estimated audience of 1,800,000 was reached. 89% of them said they would like to spend less time online and more time with their family. Over 500 TV stations, magazines, newspapers and websites reported the campaign, creating a hard hitting topic in China. On Weibo(Chinese Twitter), it also attracted 35,700 retweets and 8,296 comments. After the exhibition tour, the installation was collected and exhibited by Zendai MOMA.