|Título||The Last Word|
|Agencia||Geometry Global - New York HQ|
|Campaña||The Last Word|
|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|
|Regional Creative Director||Daniel Comar|
|Responsable de la creación||Reed Collins|
|Director creativo||Mike Pearson|
|Director creativo adjunto||Kitty Tang|
|Senior Art Director||Sean Chen|
|Director artístico||Paul Sin|
|Director artístico||Anastasia Simone|
|Responsable de conceptos / redactor||Jay Lee|
|Senior Editor||Stuart Howe|
|Director de fotografía||Lucy McNally|
|Creative Agency||Geometry Hong Kong|
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