LOCKS FOR KNOCKS

TitleLOCKS FOR KNOCKS
BrandCAT SOCIETY (HONG KONG)
Product / ServiceCHARITY
CategoryA03. Targeted Ambient Media: Small Scale
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company LEO BURNETT HONG KONG, HONG KONG
Advertising Agency LEO BURNETT HONG KONG, HONG KONG

Credits

Name Company Position
Brian Ma Leo Burnett/Hong Kong Executive Creative Director
Alfred Wong Leo Burnett/Hong Kong Executive Creative Director
Joe Chan Leo Burnett/Hong Kong Creative Director
Claudia Wong Leo Burnett/Hong Kong Creative Director/Designer/Typographer
Yuki Yu Leo Burnett/Hong Kong Art Director/Designer/Typographer
Wayne Yum Leo Burnett/Hong Kong Copywriter
Kunal Kshirsagar Leo Burnett/Hong Kong Senior Copywriter
Matthew Kwan Leo Burnett/Hong Kong Group Brand Director
Candy Chang Leo Burnett/Hong Kong Brand Executive

The Brief

The “Locks for Knocks” campaign generated direct response and attention from drivers, encouraging them to save stray cats with just a simple gesture, i.e. knocking on their cars. The “car wheel lock” design of the signs can stop and engage drivers immediately, as a real car wheel lock on one’s car would be a cause for concern. We also encourage drivers to pass the “Locks” on to other cars to caution more drivers.

Creative Execution

A simple gesture of knocking on the car can make the cats run away and save their lives. So, how do we stop drivers from driving away in a hurry? A car wheel lock may be the simplest way to alert and stop them. We created “Locks for Knocks” and put them on cars parked outside to remind drivers to knock on the cars before driving. To spread the words, we encourage people to pass the locks on to more drivers. We also invited students to design their own ‘Locks’ and place them on cars in the nearby car parks.

Describe the creative solution to the brief/objective.

Our targets are drivers who park their cars outdoors, where stray cats often wander and stay under the cars. Cats Society aimed to spread their message that the lives of stray cats are precious and worth saving. We created a direct and effective way to communicate with drivers and reminding them to look out for stray cats.

Results

The result was significant. Over 1,200 locks were created and circulated. More than 1,000 students from 40 schools participated in the campaign, designing over 500 locks. All the locks have been distributed and keep spreading around the city to save more lives. Moreover, this campaign has significantly increased awareness of Cats Society amongst the public.