|Title||The Last Word|
|Agency||Geometry Global - New York HQ|
|Campaign||The Last Word|
|Tagline||How we killed a 4,000-year-old word to keep elephants alive|
|Story|| 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.
|Media Type||Integrated Media/360 Activation|
|Regional Creative Director||Daniel Comar|
|Chief Creative Officer||Reed Collins|
|Creative Director||Mike Pearson|
|Associate Creative Director||Kitty Tang|
|Senior Art Director||Sean Chen|
|Art Director||Paul Sin|
|Art Director||Anastasia Simone|
|Senior Editor||Stuart Howe|
|Director of Photography (DOP)||Lucy McNally|
|Creative Agency||Geometry Hong Kong|
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