The Center for Psychological Research (whose name is far less intimidating in Chinese) is a government welfare body in Shenyang that was concerned about the rise in juvenile crime in the country. Their studies showed that children who are emotionally abused are prone to becoming juvenile delinquents. You could argue you don't really need a study to tell you that and you'd be right. It's common sense. But their studies also showed that lots of parents and teachers in Shenyang were unaware that this was a thing. So we came up with this campaign that ingeniously linked abusive words with weapons. 

2014 campaign. Awarded in D&AD, Cannes, LIA, Spikes and Clios. 

Agency: Ogilvy Beijing / CCO: Graham Fink / ECD: Juggi Ramakrishnan / Creative Directors: Wilson Chow, Xingsheng Qi/ ECD (Digital): Doug Schiff/ Artist: Yong Xie/ Writers: Guilin Bo, Juggi Ramakrishnan, Chuyu Li / Art Directors: Xingsheng Qi, Xiaodong Xiao, Lei Fu, Kaixin Li, Yong Xie, Fei Wong, Soon Guan Poh/ Innovative Digital: Rita Yang, Quentina Yang/ Website Design: Jasong Wang/ Creative Technologist: Eric Wu / Producer: Jing Li / Social: Jeremy Webb, Bob Wang/ Content Management: Ben Xu/  Editor: Morris Ku