Advertiser: SOCIETY FOR COMMUNITY ORGANIZATION
Agency: PUBLICIS WORLDWIDE
Category: Charities
Advertising campaign: CAGE HOME INTEGRATED CAMPAIGN
Retoucher: Henry Chan (Fusion)
Copywriter: Kerwin Choy (Publicis Hong Kong)
Art Director: Kwong Chi Kit (Publicis Hong Kong)
Creative Director: Kwong Chi Kit (Publicis Hong Kong)
Executive Creative Director: Mark Birman (Publicis Hong Kong)
Copywriter: Terry Cheng (Publicis Hong Kong)
Director: Vincent Chow (wowwowtank)
Art Director: Dave Ho (Publicis Hong Kong)
Props Maker: On Tai
Creative Director: Terry Cheng (Publicis Hong Kong)
Photographer: Tim Lau
Photographer: Benny Lam
Client Brief Or Objective
According to The Economist, Hong Kong is the most livable city in the world. But is it?Over 100,000 people live in cage homes, cubicle apartments, or rooftop huts. Dining, sleeping and doing laundry must all take place within only 40 square feet of space.The Society for Community Organization, SoCO, asked us to make people more aware of this issue.
Implementation
Local artists were asked to create mini cage homes. The installations were then placed around the city’s most affluent streets. Emails were distributed to residents around the metropolis, introducing Hong Kong as the world’s most livable city.A set of posters was designed, showing a unique perspective of the cubicle apartments. These posters were shared though Facebook and displayed on different public streets throughout the city.
Relevancy
People were shocked to learn that this is an everyday reality for many residents in Hong Kong. In order to help stop this problem, people could take immediate action by scanning a QR petition and sending it directly to the Chief Executive of the Hong Kong Government, C.Y. Leung.
Outcome
The emails and posters went viral, increasing online awareness and concern, gaining the attention of local and even global media.SoCO’s exhibition also received noteworthy results. Over 10,000 people went to the exhibition in one week. And a total of over 10,000 participants sent QR petitions.With SoCO, we were able to convince the HK Chief Executive and the government to improve the living conditions of these impoverished residents.