Hong Kong CleanUp: The face of litter

This case study shows how Hong Kong CleanUp, an organisation focused on litter control in Hong Kong, was able to hold consumers accountable for their littering via online video and outdoor messaging.

Hong Kong CleanUp: The face of litter

Agency: Ogilvy & Mather Hong Kong

Brand: Hong Kong CleanUpAdvertiser: Hong Kong CleanUpCountry: Hong Kong

Objectives

Hong Kong CleanUp does not have a tangible product to market, in fact they're selling a lack of products! So, we needed to raise awareness about the brand itself and what the company stands for – in order to garner more support for the CleanUp Challenge and other events later in the year.

As part of the campaign, we also wanted to change the perception of the city towards littering. Hong Kong is an otherwise...

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