MAN IN THE CAGE

TitleMAN IN THE CAGE
ClientSOCIETY FOR COMMUNITY ORGANIZATION
Product / ServiceHOUSING
CategoryA04. Ambient/Alternative Media
EntrantPUBLICIS WORLDWIDE Hong Kong, HONG KONG
Entrant Company PUBLICIS WORLDWIDE Hong Kong, HONG KONG
Advertising Agency PUBLICIS WORLDWIDE Hong Kong, HONG KONG

The Brief

According to The Economist, Hong Kong is the most livable city in the world. But is it? Over 100,000 people live in cage homes, cubicle apartments, or rooftop huts. Dining, sleeping and doing laundry must all take place within only 40 square feet of space. The Society for Community Organization, SoCO, asked us to make people more aware of this issue.

Creative Execution

People were shocked to learn that this is an everyday reality for many residents in Hong Kong. In order to help stop this problem, people could take immediate action by scanning a QR petition and sending it directly to Chief Executive of Hong Kong Government, C.Y. Leung.

Describe the creative solution to the brief/objective.

Working with local artists, we created mini cage homes and residents. The installations were then placed around the city’s most affluent streets, including bank headquarters. People were shocked to learn that this is an everyday reality for many residents in Hong Kong. In order to help stop this problem, people could take immediate action by scanning a QR petition and sending it directly to Chief Executive of Hong Kong Government, C.Y. Leung.

Results

The petition went viral, increasing online awareness and concern, gaining the attention of local and even global media. A staggering USD 2.4 million earned in free editorial coverage in major international news pages. SoCO’s exhibition also received noteworthy results. Over 10,000 people went to the exhibition in one week. And a total of over 10,000 participants sent QR petitions. With SoCO, we were able to convince the HK Chief Executive and the government to improve the living conditions of these impoverished residents.

Credits

Name Company Position
Henry Chan Fusion Retoucher
On Tai Props Maker
Vincent Chow Wowwowtank Director
Tim Lau Photographer
Kerwin Choy Publicis Hong Kong Copywriter
Terry Cheng Publicis Hong Kong Copywriter
Dave Ho Publicis Hong Kong Arti Director
Kwong Chi Kit Publicis Hong Kong Art Director
Terry Cheng Publicis Hong Kong Creative Director
Kwong Chi Kit Publicis Hong Kong Creative Director
Mark Birman Publicis Hong Kong Executive Creative Director