| Title | TAXI METER |
| Brand | FRIENDS OF THE EARTH |
| Product / Service | ENVIRONMENTAL AWARENESS |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | DDB GROUP HONG KONG, HONG KONG |
| Entrant Company: | DDB GROUP HONG KONG, HONG KONG |
| DM/Advertising Agency: | DDB GROUP HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Jeffry Gamble | Ddb Group Hong Kong | Executive Creative Director/Copywriter |
| Joe Wong | Ddb Group Hong Kong | Associate Creative Director/Art Director |
| Jay Lee | Ddb Group Hong Kong | Associate Creative Director/Copywriter |
| Paul Chan | Ddb Group Hong Kong | Creative Director/Copywriter |
| Asawin Phanichwatana | Ddb Group Hong Kong | Creative Director/Head Of Art/Art Director |
| Flora Tsui | Ddb Group Hong Kong | Art Director |
| Alex Li | Ddb Group Hong Kong | Producer |
| Annie Tong | Ddb Group Hong Kong | Head Of Tv Production |
| Ng Ka Lok | Ddb Group Hong Kong | Print Supervisor |
| Alexis Chiu | Ddb Group Hong Kong | Group Business Director |
| Peony Mak | Ddb Group Hong Kong | Account Manager |
The brief was to raise awareness of the increasing emissions that are choking Hong Kong under a haze of pollution, with taxis being one of the main polluters.
CO2 emissions are known to exacerbate the greenhouse effect and contribute to global warming. Problem is, CO2 emissions are invisible. So we wanted to drive home the message that the further you go in a taxi, the more you are contributing to global warming.
We placed a card in a place it couldn't be missed: on taximeters. The card placed a ‘°C’ symbol right next to the fare. So the further you traveled in a taxi, and the further the fare went up, the greater the rise in ‘temperature’ and the higher the real environmental cost of your journey.
The campaign was a hit on social networks. Thousands of posts about the card were shared on Facebook and Twitter in the first week, and the Friends of the Earth website saw a surge in visitors.