Daniel Comar
Regional Executive Creative Director, APAC at Geometry, a WPP company
Singapore, Singapore
TitleThe Last Word
Agency
Campaign The Last Word
Advertiser WWF
Brand WWF
PostedApril 2017
Business Sector Others
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
Length
Director
Director
Regional Creative Director
Chief Creative Officer
Creative Director
Associate Creative Director
Senior Art Director
Art Director
Art Director
Copywriter
Producer
Producer
Producer
Producer
Senior Editor
Director of Photography (DOP)
Creative Agency

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