| Title | TAXI METER |
| Brand | FRIENDS OF THE EARTH |
| Product / Service | ENVIRONMENTAL AWARENESS |
| Category | A04. Best Use of Ambient Media: Small Scale |
| Entrant | DDB GROUP HONG KONG, HONG KONG |
| Entrant Company: | DDB GROUP HONG KONG, HONG KONG |
| 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 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.
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 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. Problem is, emissions are invisible, and temperature increases are slow and difficult to detect. So we decided to use taxis are our media channel. They offered a captive environment that allowed us to convey the idea that when you take a cab, the real cost of your journey is much higher than you think you’re paying.