|Title||The Last Word|
|Agency||Geometry Global - New York HQ|
|Campaign||The Last Word|
|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|
|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|
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