Student Project
director：karol ngan
Hong Kong │ 2001 │ color
video │ 30sec
Creative brief
Role of advertising
Promotion of the concept “Keep HK clean” is the responsibility to all HK citizen.
Target market
To all HK citizen.
Consumer insight
Keep HK clean is just an old idea that all people have known. But it is still a problem that not so many people keen on do it.
Advertising opportunities
In the previous TVC, it always make 2 kind of messages:
1) Flowing the rubbish on the street will be imposed a forfeit or penalty
2) Slowing the good citizen handled their rubbish correctly (put it in the rubbish bin or station)
This is a new point of view for promoting the concept of “keep HK clean” by slowing the work of the street sweeper. How hard they are. Expressing a message: this is their duty, but also our responsibility to keep HK clean.
Brand personality
HK government doesn't want to force people to keep HK clean by using penalty. Citizens should do it by themselves.
Tone & Manner
The shots are mainly a real footage, a documentary . It emphasizes the fact.
Mandatories (musts or must-nots)
The work and the interviews will be real, not acting.
