PLUGS

TitlePLUGS
BrandFRIENDS OF THE EARTH
Product / ServiceFRIENDS OF THE EARTH
CategoryD01. Event & Field Marketing
EntrantJWT HONG KONG, HONG KONG
Entrant Company:JWT HONG KONG, HONG KONG
DM/Advertising Agency:JWT HONG KONG, HONG KONG

Credits

Credits

Name Company Position
Steven Lee JWT Hong Kong Executive Creative Director/Copywriter
Kwong Chi Kit JWT Hong Kong Creative Director/Art Director
Barbara Fu JWT Hong Kong Creative Director/Copywriter
Daat Lai JWT Hong Kong Copywriter
Arthur Tse JWT Hong Kong Art Director
Dave Ho JWT Hong Kong Assistant Art Director
Jimmy Pong JWT Hong Kong Production Manager
Ray Lai JWT Hong Kong Print Production
Serena Tsang JWT Hong Kong Associate Account Director

The Brief

To encourage people to minimise electricity consumption.

Creative Execution

Getting electricity is way too easy and has made people not to think before plugging in. That's why we created a reminder, right at the source of electricity - the Plug, to remind people to use electricity in a more cautious way.

Describe the creative solution to the brief/objective.

Following our creative concept of 'plug in, save energy', we created... specially designed 'plugs' from environmentally-friendly paper to transform sockets into other useful home accessories.

Results

We successfully transformed sockets from a source of pollution into a means of saving energy. With the URL printed on the giveaways, people were attracted to our Facebook group, more ideas were generated and participation from the general public increased. The campaign was further spread among Facebook users and, as a result, more people joined and shared their ideas for an energy saving plug. Events were also held in schools to further spread the meaningful message to the next generation.