Mikyung Kim
Senior Producer at Ogilvy & Mather Hong Kong
Hong Kong, Hong Kong
TituloThe Last Word
Agência
Campanha The Last Word
Anunciante WWF
Marca WWF
PostedMai 2017
Sector Empresarial Questões ambientais e animais
Legenda How we killed a 4,000-year-old word to keep elephants alive
História 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 with 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.
Tipo de Mídia Case Study
Comprimento
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Chief Creative Officer
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