This poster campaign leads people to www.HKcleanup.org, where they can sign up to participate in the 15th annual cleanup challenge. Ad Nut understands that the imagery is meant to convey that by working together, people can overcome what seems like a large challenge. But one colleague observed that the tiny people and giant pieces of garbage make it seem like individuals have no chance of making an impact on their own.
However you read the creative, the very fact that this is the 15th annual cleanup suggests that Hong Kong's litter problem isn't going away. However, the agency observes that:
According to leading global social scientists, by mobilising 5% of Hong Kong’s population in actively reducing the amount of trash they generate and taking a role in cleaning up the city, we would create a paradigm shift with long-lasting behavioral change, getting us closer to a cleaner, greener city.
Ad Nut hopes so. (Click on the images below for larger versions)
Creative Director: Jim Fong
Creative Director: Richard Sorensen
Snr Art Director: Jo Wong
Group Account Director: Carey Pearson
Account Director: Betsey Cheung
Account Manager: Maria Anastasiou
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