Yingbo Qiao's Award-Winning Campaign: "Don't Lose Your Bicultural"

An Integrated Advertising Campaign Promoting Cultural Integration and Diversity

Yingbo Qiao's inspiration for the campaign stemmed from the Bay Area's diverse population. As a hub for immigrants from within the United States and abroad, the region is a melting pot of cultures. The most common form of assimilation here is cultural assimilation, especially for minorities. Recognizing this, Qiao designed the campaign to leverage Xfinity Ethnic Channel’s patented brand promise of being a multicultural provider.

The campaign's unique properties lie in its dramatic representation of the brand's promise. Rather than stating it in a straightforward manner, the campaign uses the TV test pattern to symbolize the moment of "loss." It connects symbols from various countries, including Brazil, China, France, Italy, Japan, India, Russia, and the Middle East, to create a sense of diversity.

The campaign employs pixel art, a digital art form reminiscent of early computer graphics. This art form, characterized by its crude and blocky visuals, adds a unique aesthetic to the campaign. The eight posters in the campaign feature eight different languages, further emphasizing the theme of cultural diversity.

The campaign's effectiveness is evident in the 25% increase in channel subscriptions one month after its launch. This success can be attributed to the campaign's clear message about the importance of maintaining bicultural identity. The campaign's key vision ties together eight symbols of participating countries, creating a unified yet diverse feeling. The use of eight different languages in the title further interprets the main idea: "Don't Lose Your Bicultural."

The campaign was developed between November 2020 and January 2021 in San Francisco. It was based on research about cultural loss, which often occurs when a smaller group becomes part of a larger, dominant culture. This loss can undermine a group's sense of identity and belonging, leading to efforts to regain the lost language and heritage. The campaign addresses this issue by promoting the importance of maintaining one's cultural roots.

The "Don't Lose Your Bicultural" campaign was awarded Silver in the A' Advertising, Marketing and Communication Design Award in 2021. This prestigious award recognizes top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. The campaign's success serves as a testament to Yingbo Qiao's ability to create impactful designs that resonate with diverse audiences.