Mikyung Kim
Senior Producer at Ogilvy & Mather Hong Kong
Hong Kong, Hong Kong
TitleThe Last Word
Agency
Campaign The Last Word
Advertiser WWF
Brand WWF
PostedMay 2017
Business Sector Environmental & Animal Issues
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 with 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 Case Study
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Director
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Regional Creative Director
Chief Creative Officer
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Associate Creative Director
Senior Art Director
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