Tencent Shenzhen launches digital photography exhibition ‘Traces of Pain’ telling the struggles of mutilation and scars patients
Tencent Shenzhen has released this interactive and outdoor campaign, titled ‘Traces of Pain’ for Tencent Medipedia APP.
Tencent took a digital photography exhibition and ‘moved’ it into Tencent’s Penguin Hospital chain. These seemingly beautiful body shots, where actually apart of the ‘Traces of Pain’ campaign and told a different story when you looked closely and saw some kind of mutilation or scars on the posters.
Users could then scan the QR code on the posters to enter the mobile exhibition website. Through these stories, the viewer sees the struggles of patients and the progress of medical treatment. The prototypes of the stories are all from real cases on the Tencent Medipedia APP. After reading the stories, users can download the APP with one click to learn more about related medical information.
Account Director: Amber Fang
Agency: Tencent Shenzhen
Art Director: Ken Lin
Art Director: Jasmine Zhu
Art Director: Sonja Xu
Business Director: Hunter Zhang
Copywriter: Zita Zou
Copywriter: Akae Wang
Creative Director: Yolanda Zheng
Editor: Sonja Xu
Executive Creative Director: Akae Wang
General Manager: Vincent Li
Project Manager: Nichole Yu
Project Manager: Junhao Ma