PLUGS by J. Walter Thompson Hong Kong for Friends Of The Earth

PLUGS

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Industry Business equipment & services, Environmental & Animal Issues, Corporate Image
Media Design & Branding
Market Hong Kong SAR China
Agency J. Walter Thompson Hong Kong
Art Director Dave Ho, Kwong Chi Kit, Arthur Tse
Copywriter Steven Lee, Barbara Fu, Daat Lai
Account Supervisor Serena Tsang
Released March 2010

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: FRIENDS OF THE EARTH
Product/Service: ELECTRICITY AWARENESS
Agency: JWT HONG KONG
Date of First Appearance: Mar 3 2010 12:00AM
Entrant Company: JWT HONG KONG, HONG KONG
Executive Creative Director: Steven Lee (JWT Hong Kong)
Creative Director: Kwong Chi Kit / Barbara Fu (JWT Hong Kong)
Copywriter: Barbara Fu / Daat Lai / Steven Lee (JWT Hong Kong)
Art Director: Kwong Chi Kit / Arthur Tse / Dave Ho (JWT Hong Kong)
Print Production: Jimmy Pong / Ray Lai (JWT Hong Kong)
Account Supervisor: Serena Tsang (JWT Hong Kong)
Media placement: Direct Mail And Distribution - Environment / Ambient - 3 March 2010

Describe the challenges and key objectives
Getting electricity is way too easy and has caused people not to think before plugging in. Our key objective is to create a reminder for using less energy in daily life.

Describe the brief from the client
To encourage people to minimise electricity consumption.

Describe how you arrived at the final design
We decided to make this reminder, right at the source of electricity - the Plug! Instead of asking people to unplug, we suggested that they plug in.... but in a different way. We created a multitude of specially designed 'plugs' from environmentally-friendly paper to transform sockets into useful home accessories with the message 'plug in differently to light up your life'.

Give some indication of how successful the outcome was in the market
We successfully transformed sockets from a source of pollution into a means of saving energy. With the URL printed on the kits, people were attracted to our Facebook group, more ideas were generated and participation from the general public increased. The campaign was further spread among Facebook users and, as a result, more people joined and shared their ideas for an energy saving plug. Even now, our Facebook Group members and new designs keep growing in numbers.