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  • SUB CATEGORY :
    INTEGRATED LOTUS
  • COMPANY ENTERING :
    BBDO HONG KONG, HONG KONG
  • ENTRY TITLE :
    WARDROBE APARTMENT
  • BRAND :
    SOCIETY FOR COMMUNITY ORGANIZATION
  • ADVERTISER :
    SOCIETY FOR COMMUNITY ORGANIZATION
  • AGENCY :
    BBDO HONG KONG, HONG KONG
  • CREATIVE DIRECTOR :
    FRANKIE LUK
  • ASSOCIATE CREATIVE DIRECTOR :
    LESLEY FUNG
  • COPYWRITER :
    CHUN MAN LI
  • ART DIRECTOR :
    KENNETH CHAO
  • STUDIO MANAGER :
    ANDY MAN
  • PRINT PRODUCTION COMPANY :
    UNITE, HONG KONG
  • PRINT PRODUCER :
    FERRIS TSE
  • CAMPAIGN SUMMARY :
    SOCO IS A NON-PROFIT DEDICATED THAT SUPPORTS HONG KONG MINORITIES. HONG KONG, BEING THE CITY WITH THE MOST SKYSCRAPERS, YOU WOULDN’T IMAGINE 200,000 PEOPLE LIVE IN EMOTIONALLY CRUSHING CUBICLE APARTMENTS WITH FOOD STORAGE AND BEDS CRAMPED INCHES AWAY FROM LAVATORIES. OUR GOAL WAS TO MAKE ENOUGH NOISE TO ATTRACT THE ATTENTION OF THE HONG KONG GOVERNMENT, MOTIVATING THEM TO FINALLY MAKE CHANGES IN HONG KONG’S HOUSING POLICIES. TURNING ON ITS HEAD A COMMON COMPLAINT AMONGST HONG KONGERS THAT THEIR APARTMENTS ARE TOO SMALL TO FIT A WARDROBE,
    WE DEVELOPED THE “WARDROBE APARTMENT”, COMPRISING A STUNT LETTING PEOPLE EXPERIENCE LIFE IN A WARDROBE, POSTERS HI-JACKING APARTMENT LISTINGS TO LURE TRAFFIC TO THE EVENT, AN AIRBNB LISTING TO IGNITE CONVERSATION, AND A FACEBOOK PAGE TO FACILITATE DISCUSSION. WE SUCCESSFULLY CAUGHT THE ATTENTION OF ANTHONY LEUNG, SECRETARY FOR HOUSING, WHO ARRANGED A MEETING WITH SOCO TO GUIDE HONG KONG’S HOUSING POLICIES.
  • THE BRIEF :
    HONG KONG, BEING THE CITY WITH THE MOST SKYSCRAPERS,
    YOU WOULDN’T IMAGINE THAT 200,000 PEOPLE LIVE IN CUBICLE APARTMENTS WITH FOOD STORAGE AND BEDS CRAMPED INCHES AWAY FROM LAVATORIES. THESE IMPOVERISHED PEOPLE ARE STRONG-ARMED BY 4-YEAR WAITS FOR PUBLIC HOUSING TO FORFEIT UP TO 70% OF THEIR INCOME (USD 320) ON 18 FT2 – THE MOST EXPENSIVE YET UNHYGIENIC, UNSAFE, AND INHUMANE SUBDIVIDED APARTMENTS IN THE WORLD.
    OUR GOAL WAS TO MAKE ENOUGH NOISE TO ATTRACT THE ATTENTION OF THE HONG KONG GOVERNMENT, MOTIVATING THEM TO FINALLY MAKE CHANGES IN HONG KONG’S HOUSING POLICIES. SOURCES: SCMP,
    SOCO RESEARCH
  • THE STRATEGY :
    SOCIETY OF COMMUNITY ORGANIZATION (SOCO) IS A NON-PROFIT ORGANIZATION DEDICATED TO SUPPORTING HONG KONG MINORITIES.
    IN THE PAST, THEY HAVE SIMPLY DISPLAYED PHOTOS IN AN EXHIBIT AND HELD RAFFLES TO RAISE MONEY TO HELP THOSE LIVING IN SUBDIVIDED UNITS. THIS YEAR, WE DECIDED TO SHAKE THINGS UP. INSPIRED BY A COMMON COMPLAINT AMONGST HONG KONGERS WHO HAVE A PROPER APARTMENT TO LIVE IN - “HONG KONG APARTMENTS ARE TOO SMALL TO FIT A WARDROBE” - WE DEVELOPED THE “WARDROBE APARTMENT”. “WARDROBE APARTMENT” WAS A ROADSHOW THAT FLIPPED THE PRIVILEGED 98.2%’S PERSPECTIVE ON ITS HEAD, LETTING THEM EXPERIENCE WHAT LIFE WOULD BE LIKE IF THEIR ENTIRE APARTMENT WERE THE SIZE OF JUST ONE WARDROBE.
  • THE EXECUTION :
    WE HI-JACKED APARTMENT LISTINGS ON THE FRONTS OF REAL ESTATE OFFICES WITH POSTERS REVEALING THE REALITIES OF SUBDIVIDED LIVING SPACES OF PEOPLE IN HONG KONG. THE POSTERS INVITED PASSERSBY TO VISIT OUR “SHOWROOM” TO TEST THE SPACE FOR THEMSELVES, LURING TRAFFIC TO OUR “WARDROBE APARTMENT” ROADSHOW. AS HONG KONGERS HAVE A COMMON APPROACH TO SOCIAL ISSUES: OUT OF SIGHT, OUT OF MIND, WE GAVE PEOPLE NO EXCUSE TO IGNORE US. WE BROUGHT OUR WARDROBE APARTMENT OUT ONTO THE BUSY STREETS IN HIGH TRAFFIC LOCATIONS IN HONG KONG, INCLUDING CAUSEWAY BAY AND CENTRAL. WE LISTED OUR WARDROBE APARTMENT ON AIRBNB,
    A POPULAR GLOBAL RENTAL PLATFORM TO SPARK WORLDWIDE AWARENESS, INTEREST, AND CONVERSATION, AND SUPPORTED THE DISCUSSION ON FACEBOOK, THE MOST POPULAR SOCIAL PLATFORM IN HONG KONG. SOURCE: WE ARE SOCIAL
  • THE RESULT :
    OUR GOAL WAS TO MAKE ENOUGH NOISE TO ATTRACT THE ATTENTION OF THE HONG KONG GOVERNMENT, MOTIVATING THEM TO FINALLY MAKE CHANGES IN HONG KONG’S HOUSING POLICIES. ON OCT 30, 2016, SECRETARY FOR HOUSING, MR. ANTHONY LEUNG ARRANGED A MEETING WITH SOCO TO DISCUSS CHANGES IN HONG KONG’S HOUSING POLICIES. SOCO WAS ABLE TO INFLUENCE ANTHONY LEUNG’S 5-YEAR PLAN TO INCREASE SUPPLY FOR PUBLIC HOUSING. ADDITIONALLY:
    • OUR “WARDROBE APARTMENT” INSTALLATION RECEIVED OVER 17,400 VISITORS; THAT’S MORE PEOPLE THAN THE NUMBER OF SEATS IN THE HONG KONG COLISEUM. • AMONG THE VISITORS WERE CHIEF EXECUTIVE CANDIDATES REGINA YIP AND WOO KWOK HING, AND FORMER CHIEF EXECUTIVE TUNG CHEE-HWA. • WITH ZERO MEDIA SPEND, OVER 20 LOCAL AND INTERNATIONAL NEWS CHANNELS COVERED THE CAMPAIGN EARNING MORE THAN 2.3MILLION MEDIA VALUE • OUR “WARDROBE APARTMENT” FACEBOOK PAGED GREW ORGANIC REACH BY 281X