Johnny Tan
Executive Creative Director Asia Pacific at 72andSunny, Los Angeles
Shanghai, China
TitleVirtual smog
Campaign Smog Hijack
Advertiser WWF
Brand WWF
Date of First Broadcast/Publication
Business Sector Environmental & Ecological Issues
Story This year, WWF wanted to focus their efforts for Earth Hour on fighting the smog. China experienced the worst smog it has ever had in 52 years, with the Air Quality Index (AQI) some days soaring 40 times the WHO health limit. As smoggy days were becoming as frequent as regular ones, Chinese citizens were besieged with helplessness and “pollution fatigue”. Momentum to act on the problem was starting to wane. How do we remind them that the fight against the smog isn’t over. How do we push them into action? We invaded the last place in China with clean air – their digital space. 
Media Type Case Study
Production Company
Chief Creative Officer
Art Director
Senior Copywriter

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