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  • SUB CATEGORY :
    GUERILLA MARKETING
  • 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
  • ENGLISH CONTEXT EXPLANATION :
    ‘WARDROBE APARTMENT’ AIMED TO DRIVE GOVERNMENT ACTION, MOTIVATING THEM TO FINALLY ADDRESS HONG KONG’S NEGLECTED HOUSING SHORTAGE. TURNING ON ITS HEAD A COMMON COMPLAINT THAT HONG KONG APARTMENTS ARE SO SMALL YOU CAN’T FIT A WARDROBE, WE REPLICATED THE ACTUAL HOMES OF PEOPLE IN CUSTOM-BUILT 18FT2 WARDROBES PLACED AROUND THE CITY, LETTING CITIZENS EXPERIENCE THEIR GRUELLING LIVES. OVERWHELMED BY THE PUBLIC SUPPORT FOR ‘WARDROBE APARTMENT’, HONG KONG’S SECRETARY FOR HOUSING, MR. ANTHONY LEUNG MET WITH SOCO; RESULTING IN HIM INCREASING THE SUPPLY FOR PUBLIC HOUSING IN HIS LATEST 5 YEAR PLAN. WITH ZERO MEDIA SPEND, WE ATTRACTED COVERAGE FROM OVER 30 LOCAL AND INTERNATIONAL NEWS CHANNELS, GARNERING MORE THAN HKD2.3MILLION EARNED MEDIA VALUE.