Mikyung Kim
Senior Producer at Ogilvy & Mather Hong Kong
Hong Kong, 香港
标题The Last Word
广告公司
广告战役 The Last Word
广告主 WWF
品牌 WWF
Posted4月 2017
行业领域 其他
广告口号 How we killed a 4,000-year-old word to keep elephants alive
剧情简介 Hong Kong is the world's ivory trade capital.  But because the word for "ivory" translates to "elephant-tooth", over 70% of Chinese people believe ivory extraction is harmless.  We needed to pressure the government to ban the trade.
Change the law by changing the language.  Hong Kongers joined forces wtih linguistic experts to co-create a new word for "ivory".  Each word was also a petition signature.  We showed the harm caused by a simple word, and created lasting cultural change.
媒体类别 Integrated Media/360 Activation
长度
导演
导演
Regional Creative Director
首席创意官
创意总监
联合创意总监
Senior Art Director
美术指导
美术指导
文案
制片
制片
制片
制片
Senior Editor
摄影指导
Creative Agency

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