The Brief

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.

Describe how the promotion developed from concept to implementation

One problem that you face when you’re talking about CO2 emissions is that they are invisible. So we decided to show that taxi journeys aren’t just bad for your wallet—they’re bad for the planet too. We installed simple cards on taximeters, showing people that the further they traveled in a cab, the more they were contributing to global warming.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

By using taxis as our media channel, we were able to answer the brief directly in a captive environment that featured an object—the taximeter—that people would definitely look at. It was a simple way to show people that the ‘real’ costs of their journeys were much higher than they expected.