A selection of my work from the past three years.
Problem: Young people need ideas for practical ways to engage in protecting the environment and climate.
Insight: Gaming is an important part of many young people’s daily life and uses a surprisingly high amount of energy.
Solution: MissionGreen – reward using energy-saving settings in games
Case study video
Aiming to get more volunteers for the British Heart Foundation
charity shops, this campaign focuses on a specific group:
middle-aged men. By highlighting the moral value and
health benefits of volunteering, this campaign encourages
the target group to volunteer for their health and for other
people’s health.
Problem:
Middle-aged men face the risk of heart problems but don’t
feel like exercising regularly.
Insight:
Moving furniture is a great weight-lifting exercise and can
greatly reduce the risk of heart problems.
Proposition:
Workout for the hearts.
To promote Audible’s 30-days free trial, this campaign
sees city dwellers as our audience and tells them that
Audible can help upgrade their leisure time. They can gain
knowledge and learn new skills with Audible.
Insight:
City dwellers don’t see listening to Audible as a solution to
effectively use their daily commute time.
Proposition:
Make commute time play time with audible.
The campaign includes 3 national campaign posters,
copywriting-based posters for 3 different cities (London,
Manchester and Liverpool), ambient advertising and
designs for a variety of media.
We created a campaign for Art Fund to encourage students to visit museums and galleries more often by build mini-galleries on university campuses. It can be a relaxing way for them to reduce stress.
Problems: Students are under pressure from university works and social activities.
Insight: View artworks and proper solitude can be helpful to reduce stress.
Proposition: Start the journey into art with the cube.
To combine the Nike Air series with an environmental problem, we got Nike Stratosphere. A collection of sports equipment that can react to the pollution in the air and change color. It shows the air quality visibly to raise awareness of environmental protection.
Problem: Air pollution is an invisible killer, make too many people die too young.
Insight: To make the invisible pollution visible.
Proposition: Nike Stratosphere. Just clean it, just breath it, just do it.
