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  • SUB CATEGORY :
    MEDIA LOTUS
  • COMPANY ENTERING :
    BBDO HONG KONG, HONG KONG
  • ENTRY TITLE :
    WARDROBE APARTMENT
  • BRAND :
    SOCIETY FOR COMMUNITY ORGANIZATION
  • ADVERTISER :
    SOCIETY FOR COMMUNITY ORGANIZATION
  • AGENCY :
    BBDO HONG KONG, HONG KONG
  • CREATIVE DIRECTOR :
    FRANKIE LUK
  • ASSOCIATE CREATIVE DIRECTOR :
    LESLEY FUNG
  • COPYWRITER :
    CHUN MAN LI
  • ART DIRECTOR :
    KENNETH CHAO
  • STUDIO MANAGER :
    ANDY MAN
  • PRINT PRODUCTION COMPANY :
    UNITE, HONG KONG
  • PRINT PRODUCER :
    FERRIS TSE
  • CULTURAL CONTEXT EXPLANATION :
    HONG KONG, BEING THE CITY WITH THE MOST SKYSCRAPERS, YOU WOULDN’T IMAGINE THAT 200,000 PEOPLE LIVE IN CUBICLE APARTMENTS WITH FOOD STORAGE AND BEDS CRAMPED INCHES AWAY FROM LAVATORIES. THESE IMPOVERISHED PEOPLE ARE STRONG-ARMED BY 4-YEAR WAITS FOR PUBLIC HOUSING TO FORFEIT UP TO 70% OF THEIR INCOME (USD 320) ON 18 FT2 – THE MOST EXPENSIVE YET UNHYGIENIC, UNSAFE, AND INHUMANE SUBDIVIDED APARTMENTS IN THE WORLD.
  • THE BRIEF :
    OUR GOAL WAS TO MAKE ENOUGH NOISE TO ATTRACT THE ATTENTION OF THE HONG KONG GOVERNMENT, MOTIVATING THEM TO FINALLY MAKE CHANGES IN HONG KONG’S HOUSING POLICIES. SOURCES: SCMP, SOCO RESEARCH
  • THE STRATEGY :
    SOCIETY OF COMMUNITY ORGANIZATION IS A NON-PROFIT ORGANIZATION SUPPORTING HONG KONG MINORITIES. PREVIOUSLY, THEY HAVE SIMPLY HOSTED EXHIBITS AND HELD RAFFLES TO RAISE MONEY TO HELP THOSE LIVING IN SUBDIVIDED UNITS. THIS YEAR, INSPIRED BY A COMPLAINT AMONGST HONG KONGERS WHO HAVE A PROPER APARTMENT - “HONG KONG APARTMENTS ARE TOO SMALL TO FIT A WARDROBE” - WE DEVELOPED THE “WARDROBE APARTMENT”. “WARDROBE APARTMENT” WAS A ROADSHOW THAT FLIPPED THE PRIVILEGED 98.2%’S PERSPECTIVE ON ITS HEAD, LETTING THEM EXPERIENCE WHAT LIFE WOULD BE LIKE IF THEIR ENTIRE APARTMENT WERE THE SIZE OF JUST ONE WARDROBE.
  • THE EXECUTION :
    WE HI-JACKED APARTMENT LISTINGS ON THE FRONTS OF REAL ESTATE OFFICES WITH POSTERS REVEALING THE REALITIES OF SUBDIVIDED LIVING SPACES OF PEOPLE IN HONG KONG. THE POSTERS INVITED PASSERSBY TO VISIT OUR “SHOWROOM”, LURING TRAFFIC TO OUR “WARDROBE APARTMENT” ROADSHOW. WE BROUGHT OUR WARDROBE APARTMENT OUT ONTO THE BUSY STREETS IN HIGH TRAFFIC LOCATIONS IN HONG KONG – PEOPLE QUEUED UP TO CRAWL INTO OUR WARDROBES, BRINGING THEIR CHILDREN, SIGNING OUR PETITIONS FOR GOVERNMENTAL ACTION. WE EVEN LISTED OUR WARDROBE APARTMENT ON AIRBNB, A POPULAR GLOBAL RENTAL PLATFORM TO SPARK WORLDWIDE AWARENESS. SOURCE: WE ARE SOCIAL
  • THE RESULT :
    OUR GOAL WAS TO MAKE ENOUGH NOISE TO ATTRACT THE ATTENTION OF THE GOVERNMENT, MOTIVATING THEM TO FINALLY MAKE CHANGES TO HONG KONG’S HOUSING POLICIES. OVERWHELMED BY THE PUBLIC SUPPORT FOR ‘WARDROBE APARTMENT’, HONG KONG’S SECRETARY FOR HOUSING, MR. ANTHONY LEUNG MET WITH SOCO; RESULTING IN HIM INCREASING THE SUPPLY FOR PUBLIC HOUSING IN HIS LATEST 5 YEAR PLAN. WITH ZERO MEDIA SPEND, WE ATTRACTED COVERAGE FROM OVER 30 LOCAL AND INTERNATIONAL NEWS CHANNELS, GARNERING MORE THAN HKD2.3MILLION EARNED MEDIA VALUE.
  • AWARD :
    FINALIST
  • SUB CATEGORY :
    BEST INTEGRATED MEDIA CAMPAIGN
  • COMPANY ENTERING :
    J. WALTER THOMPSON HONG KONG, HONG KONG
  • ENTRY TITLE :
    #MYREALCAREERLINE
  • BRAND :
    THE WOMEN’S FOUNDATION
  • ADVERTISER :
    THE WOMEN’S FOUNDATION LIMITED
  • AGENCY :
    J. WALTER THOMPSON HONG KONG, HONG KONG
  • CHIEF CREATIVE OFFICER :
    SIMON WELSH
  • GROUP CREATIVE DIRECTOR :
    WILSON ANG
  • ASSOCIATE CREATIVE DIRECTOR :
    MAX FUNG
  • COPYWRITER :
    KIEFER MCKENZIE
  • ART DIRECTOR :
    EDMOND LEUNG/IAN JAHNG/SZELOK WONG
  • ACCOUNT DIRECTOR :
    GEMMA SWINGLEHURST
  • ACCOUNT EXECUTIVE :
    STEPHANIE CHEUNG
  • HEAD OF STRATEGIC PLANNING :
    JOCELYN TSE
  • RETOUCHER :
    COLIN CHAN/DICK CHAN
  • AGENCY PRODUCER :
    ANTHONY LEUNG/POCKY CHAU
  • FILM PRODUCTION COMPANY :
    SUCH FILMS, HONG KONG
  • DIRECTOR :
    BUDMING
  • THE BRIEF :
    IN HONG KONG, LIKE MOST OF THE WORLD, OBJECTIFICATION OF WOMEN AND GENDER INEQUALITY IN THE WORKPLACE ARE STILL MAJOR ISSUES. THE WOMEN'S FOUNDATION IS A LOCAL NGO WHOSE REMIT INCLUDES FIGHTING GENDER STEREOTYPES AND PROMOTING EQUAL OPPORTUNITY AT WORK. THEY’D COMMISSIONED RESEARCH THAT SHOWED 40% OF WOMEN HAVE HEARD INAPPROPRIATE COMMENTS ABOUT THEIR BODY PARTS AT WORK. OUR BRIEF WAS TO PROVOKE A DEBATE ABOUT DISCRIMINATION AND OBJECTIFICATION AT WORK.
  • THE STRATEGY :
    WE BUILT OUR CAMPAIGN AROUND A POPULAR CANTONESE PHRASE THAT UNIQUELY ENCAPSULATES THE WHOLE ISSUE. IN HONG KONG, THE MOST WIDELY USED TERM FOR A CLEAVAGE IS "SI YIP SIN", MEANING ‘CAREER LINE’, A PHRASE WHICH ASSOCIATES A WOMAN’S SUCCESS WITH HER APPEARANCE RATHER THAN HER TALENT. OUR IDEA WAS TO CHALLENGE THE USE OF CASUAL SEXISM AND CELEBRATE THE REAL DRIVERS BEHIND A WOMAN’S SUCCESS, BY REDEFINING WHAT A ‘CAREER LINE’ REALLY MEANT AND LAUNCHING THE #MYREALCAREERLINE CAMPAIGN.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    FOR PHASE ONE, WE SET UP THE (FAKE) CAREER LINE COSMETIC SURGERY. WE CREATED FACEBOOK ADS BASED ON ONLINE QUOTES HOW A MORE PROMINENT ‘CAREER LINE’ COULD BOOST YOUR CAREER PROSPECTS AND PROVOKED THE OUTRAGED REACTION WE’D HOPED FOR. THEN, ON INTERNATIONAL WOMEN’S DAY, THE WOMEN’S FOUNDATION HELD A PRESS CONFERENCE REVEALING THE REAL REASON FOR THE CAMPAIGN AND THE #MYREALCAREERLINE MESSAGE. OUR FILM FEATURED SOME OF HONG KONG’S MOST FAMOUS FEMALE ICONS SHARING THE REAL REASONS FOR THEIR SUCCESS. ON OUR WEBSITE, PEOPLE COULD CREATE THEIR OWN #MYREALCAREERLINE MESSAGES AND SHARE THEM ON FACEBOOK.
  • THE RESULT :
    ON A VERY LIMITED BUDGET, THE CAMPAIGN GOT OVER 900 MILLION UNPAID MEDIA AND SOCIAL IMPRESSIONS. POLITICIANS, NEWSPAPER EDITORS, AND OTHER HIGH PROFILE CELEBRITIES, CEOS AND BLOGGERS SHARED VIDEOS OF THEMSELVES RIPPING UP THE ‘CAREER LINE’ POSTER AND DECLARING THEIR SUPPORT.
  • URL :
    http://www.awardmaterials.com/MyRealCareerLine