São Paulo – In Hong Kong , who throw garbage on the ground is likely to have printed face on billboards. The action was created by OgilvyOne Agency for NGO HK Cleanup. The goal is to raise awareness on the issue of inappropriate waste disposal.
The campaign, called “The face of garbage “, was spread throughout the city, on different platforms, including train stations and subways, bus stops, social and print media.
The goal is to approach as much as possible of people, showing they really are part of the problem and can contribute to the solution.
The action works like this: the waste that may contain traces of DNA such as plastic cups, bottles, cigarette butts, etc., are collected and sent for analysis. Through a technology called Snapshot, you can analyze the material and discover part of the physical characteristics of its wearer.
With the genetic information, the group makes a combination with other complementary factors, including the location and the type of waste, to get as close as possible to the actual appearance of whom played the residue in inappropriate location.
“This campaign is unique, interactive, innovative. It is our own scientific experiment we are using to create social change. Waste is a big problem in Hong Kong and, thanks to technology, we can put a face to this anonymous crime and lead people to think twice before discarding their trash, “said creative director of Ogilvy & amp group; Mather Hong Kong, Reed Collins.
Watch below the video of the campaign:
Topics: Adnews , Hong Kong , Global Metropolis , Innovation garbage , Marketing , Technology , Asia
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