Mikyung Kim
Senior Producer at Ogilvy & Mather Hong Kong
Hong Kong, Hong Kong
TitoloThe Last Word
Agenzia
Campagna The Last Word
Cliente WWF
Marca WWF
PostedMag 2017
Settore Enti per la difesa dell'ambiente, degli animali
Slogan How we killed a 4,000-year-old word to keep elephants alive
Trama 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 di Media Case Study
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