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...