Daniel Comar
Regional Executive Creative Director, APAC at Geometry, a WPP company
Singapore, Singapur
TítuloThe Last Word
Agencia
Campaña The Last Word
Anunciante WWF
Marca WWF
PostedAbril 2017
Sector Empresarial Otros
Lema How we killed a 4,000-year-old word to keep elephants alive
Sinopsis Hong Kong is the world's ivory trade capital.  But because the word for "ivory" translates to "elephant-tooth", over 70% of Chinese people believe ivory extraction is harmless.  We needed to pressure the government to ban the trade.
Change the law by changing the language.  Hong Kongers joined forces wtih linguistic experts to co-create a new word for "ivory".  Each word was also a petition signature.  We showed the harm caused by a simple word, and created lasting cultural change.
Medio Integrated Media/360 Activation
Duración
Realizador
Realizador
Regional Creative Director
Responsable de la creación
Director creativo
Director creativo adjunto
Senior Art Director
Director artístico
Director artístico
Responsable de conceptos / redactor
Productor
Productor
Productor
Productor
Senior Editor
Director de fotografía
Creative Agency

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