Having the opportunity to fly to Hong Kong and work with our clients, Greenpeace, my group and I came up with the campaign Blow Wind Blow to tackle against the heat and ventilation issue happening currently in Hong Kong. I was the Art Director for this campaign, coming up with the various concepts for the client.
THE BRIEF
Raise awareness about the heat issue in Hong Kong and direct
the target audience to take action against the developers.
PROBLEM
People in Hong Kong don't care about the issue of heat.
STRATEGY
We make them care by creating a user experience.
CONCEPT
Phase 1: Raise awareness about the problem
Phase 2: Garner interest and direct users to take action
TIMELINE
PHOTO BOOTH
FAN INSTALLATIONS
FAN VENDING MACHINE
Address the problem of heat and raise awareness
Garner interest and engage with target audience
Engage with target audience and achieve desired response
PROBLEM
This photo booth will heat up once users enters and start taking photos. This results in a unique experience for the users. There will be an increased awareness on heat and social media coverage on the campaign.
PHOTO BOOTH
SOLUTION
FANS INSTALLATIONS
Fans will be installed at bus stops, stadiums, playground shelters in Causeway Bay. This will generate interests and lead the target audience to take action.
How to activate the fans:
1) Go the the link attached on the fans
2) You will be directed to a page where there are instructions in choosing a preferred social media platform
3) Users will be given a pre-composed message to post on their social media account
4) Fan will be activated
5) More messages sent will allow the fan to be switched on for a longer time
FAN TAGS
LOG IN PAGE
PRE-CONSTRUCTED POST
FAN VENDING MACHINES
Fans will be installed at bus stops, stadiums, playground shelters in Causeway Bay. This will generate interests and lead the target audience to take action.
Fan vending machines will be placed all around Causeway Bay - the MTR and Times Square.
Fan Vending Machines:
1) Take a photo and choose a filter
2) Enter your name along with a message on how you feel about Hong Kong's heat
3) All posts with images will be directed onto out Facebook page and micro site
4) For every post, a portable fan will be dispensed
5) This engages the target audience to take immediate action with an added incentive
PORTABLE FANS
VENDING MACHINES
FACEBOOK PAGE
96%
of people in Hong Kong uses Facebook
Our website is easy to navigate with a simple message, To Call For Action. Making petition simple, Hong Kong-ers are more inclined to join.
CASE FILM