AGENCY
李航, 总经理
王彥鎧, 执行创意总监
宋爽, 客户总监
张韩腾, 市场总监
刘洪宇, 公关总监
黄暄, 美术指导
刘清, 设计师
邹扬, 文案
黄麗娟, 剪辑
谢宝东, 剪辑
SUMMARY
This is a charity campaign that focuses on the Mogao Caves, a cultural heritage with a history of 1600 years. It aims to involve more people to protect and promote the Dunhuang culture. Every June, a million households in China will encounter the National College Entrance Exam. This is the time when people ask Buddhas for fortune and guidance to success. Consequently, we have created 34 guardian charms incorporating Mogao Caves Buddhist elements and hided them in social media. According to big data tags, each student is matched with a specific charm, and by donating 1 RMB, they will become the Provider. The campaign soon took over the internet and became a social charity campaign for everyone, an act of providing instead of donating, to help revitalize the Mogao Caves’ painting.
