MIND ART, NO LIMITS.
16 HANDICAPPED PEOPLE WERE INVITED TO A PROJECT IN MENTAL PROWESS AND SELF-EXPRESSION.
CHALLENGE
At 83 million, China has the world’s largest population of disabled people. The world’s leading acrylic paint supplier, Winsor & Newton wanted to raise awareness that the disabled deserves recognition and respect, too.
SOLUTION
16 handicapped people were recruited via social media to participate.Their chosen paint colours were placed in balloons equipped with tiny detonators. Large canvas panels surrounded these balloons on all sides. By concentrating hard, electronic signals from their brains were captured and sent to a NeuroSky processing unit that triggered the detonators. Which resulted in wonderfully abstract paintings.
RESULT
The Mind Art project exploded and became a big topic across China. Finally reaching nearly 20,000,000 media impressions for free. The Mind Art exhibition toured 22 cities around China with average 50,000 visitors per week. 800,000 RMB from the painting auction went to help disabled charities. The brand awareness of Winsor & Newton went up 17％. And sales rose by 6.6%.
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