Here's a cute campaign, excellent art direction and visuals tie together a memorable piece, sort of like a knife wrapped in hello kitty pajamas. Pretty universal in message: parents be paranoid; the message is communicated through a typical landscape of childhood dreams, which upon closer inspection reveal dangers such as eating pins, stepping on mines, or being attacked by a scorpion hiding in your hamburger.

This campaign by the Beijing Women and Children's Development Foundation warns parents to look closer at what they are feeding their kids. This could come in the wake of food scandals in China (most notably the SanLu melamine milk scandal which killed 6 kids, and made 300k others ill).

This message is especially important in China, as cut throat competition leads to short cuts that could potentially harm customers, or in this case, customers' kids. Great campaign that seems to hit the mark.

Beware of doughnut.

Only the snowman knows what's really going on.

See that green thing on the ground? No it's not a sprinkler, the ad's description says it's a LAND MINE. Have a nice day!

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Advertising Agency: Shunya, Peking, China,
Executive Creative Director: Chu Ge
Senior Art Directors: HuangCheng, Yang Ge
Senior Copy Writers: Wang YueBing, Chu Ge
Illustrators: HuangCheng
Retouch: HuangCheng
Photographer: Lu CangHai

Related articles from around the web.

• Tainted milk scandal anniversary approaches in China (ctv.ca)
• China tries to curb tainted-milk vigil (cbc.ca)
• Hello...Kidney? (cocoperez.com)

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