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O&M Hong Kong puts a face to litter louts.

Ogilvy & Mather Hong Kong (Ogilvy) has launched a city-wide campaign for the Hong Kong CleanUp Initiative organised by Ecozine and The Nature Conservancy. The campaign, entitled ‘The Face of Litter’, has launched in conjunction with Global Earth Day.
With a staggering sixteen thousand tons of waste dumped in Hong Kong every day, the campaign aims to raise awareness of the extent of littering across the city, pinpoint those responsible and encourage people to change their behaviour.
Turning to science for answers, Ogilvy has targeted key locations in Hong Kong to collect, analyse and create DNA-based composites of the perpetrators. By combining the expertise of US-based research centres and advanced Snapshot™ DNA phenotyping provided by ParabonNanoLabs, data has been used to create a visual representation of the person who has littered. Because age is impossible to determine through DNA alone, but still integral in creating an accurate portrait, DNA data has been combined with other factors, such as demographics based on the type of litter and where it was collected to determine the approximate age of the litterer.
Poster portraits of perpetrators will be placed across the city as well as online. To create further awareness, Ogilvy will also be promoting a video that demonstrates the experiment and warns people not to litter at the risk of becoming the next face of the campaign.
Rafael Guida, Executive Creative Director OgilvyOne Hong Kong, added, “While this method may not identify specific individuals, it will be enough to make people think twice about littering. The campaign combines a public service message with science and technology, enabling us to communicate with Hongkongers in a very different way.”
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Via: Ogilvy
 

How Do You Advertise to an Ad Agency?

Here’s one way to pitch your design studio directly to an ad agency: buy a billboard right across the street from the shop.
Intridea, a D.C.-based product design and development consultancy, did just that this month by buying a billboard for a week right near Ogilvy & Mather’s headquarters at 636 Eleventh Ave. in New York with the headline, “Ogle this, Ogilvy.”
The board included the URL oglethis.co, which featured goofy GIFs along with the text, “Made you look. Now hire us. AngularJS, Rails, UX/UI and more.”
It’s a little blunt, but it seems to have gotten Intridea in the front door. The agency says it got a call from Ogilvy New York CEO Lou Aversano and OgilvyOne managing director Dimitri Maex—and will be meeting with them on Sept. 3.
“This was the first time our team has ever spent any money on outdoor advertising,” says Intridea co-founder Yoshi Maisami, “and we’ve been very happy with the results.”
Via: AdWeek