Footprint Promo, Case study HI, JESSIE by BBDO Hong Kong, Droma, Ordinary People

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HI, JESSIE

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Industry Public awareness
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency BBDO Hong Kong
Executive Creative Director Vincent Pang
Creative Director Vivian Fung
Art Director Tomic Lee
Designer Junggle Kim
Agency Droma
Agency Ordinary People
Released October 2012

Credits & Description

Advertiser: FOOTPRINT
Agency: BBDO HONG KONG, DROMA AND ORDINARY PEOPLE
Category: Best Use of Digital Media
Web Designer: Jeongmin Seo (Ordinary People)
Film Director: Min Heo (Droma)
Art Director: Tomic Lee (BBDO)
ECD Greater China: Leong Wai Foong (BBDO)
Executive Creative Director: Vincent Pang (BBDO)
Designer: Junggle Kim (Sweat Heart)
Motion Graphic Designer: Sue Min Lee (Droma)
Creative Director: Vivian Fung (BBDO)

Strategy
BACKGROUND: Torrent sites are the first point of entry for people seeking questionable porn.INSIGHT:Even normal adult content seekers have principles; they hate the insidious nature of child porn.IDEA:We POISON OUR OWN WELL with fake child porn seeds. We want to frustrate child abusers and drive them away from our site.

Effectiveness
The community caught on to this idea and helped us re-seed about 2000 times.

Execution
We created 10 fake 'child porn' videos, complete with messages.We encouraged the community of regular users and KOLs to upload and re-seed the torrent.If someone searches for criminal material, they will download our video and see the message.