Ready To Lose Campaign
The purpose of this campaign is to introducing Kowloon Chan one of the candidates of 2015 Hong Kong Chief Executive Election to Hong Kong public
Silver Awards Winner of HK4As Student Awards 2011Group (Pang Lap Wei, Ariya Hagihara , Chiu Sin Ting , Fu Shuk Han Phyllis )
The purpose of this campaign is to introducing Kowloon Chan one of the candidates of 2015 Hong Kong Chief Executive Election to Hong Kong public
Silver Awards Winner of HK4As Student Awards 2011Group (Pang Lap Wei, Ariya Hagihara , Chiu Sin Ting , Fu Shuk Han Phyllis )
Character settings
Kowloon Chan is an ordinary Hong Kong citizen. He was raised in a lower-class family.He has not been participating politics in his entire life. Despite this, Kowloon Chan has been requesting and has great passion in creating a better Hong Kong like many others do.
Insight
Our group has come up with an insight that candidates of the chief executive election are mostly politicians. In the eyes of the public, these politicians seem to aim for career promotion more than really helping Hong Kong, as what we have already experienced these decades.
Strategy
Get the whole HK public
To know Kowloon Chan cares and will lead HK well and vote for him
By telling people that he do not care about how much power hecan get and failure .
He only cares Kong heartily .
Deliverables
Print Advertisement, Ambient Advertisement, Mobile Online Advertisement
Kowloon Chan is an ordinary Hong Kong citizen. He was raised in a lower-class family.He has not been participating politics in his entire life. Despite this, Kowloon Chan has been requesting and has great passion in creating a better Hong Kong like many others do.
Insight
Our group has come up with an insight that candidates of the chief executive election are mostly politicians. In the eyes of the public, these politicians seem to aim for career promotion more than really helping Hong Kong, as what we have already experienced these decades.
Strategy
Get the whole HK public
To know Kowloon Chan cares and will lead HK well and vote for him
By telling people that he do not care about how much power hecan get and failure .
He only cares Kong heartily .
Deliverables
Print Advertisement, Ambient Advertisement, Mobile Online Advertisement
Print Ads
We used a humble and understated approach, saying that ‘I am okay to lose in this election…if there’s someone who cares Hong Kong more than I do’,to increase credibility on his high degree of determination and passion towards improving Hong Kong.
We used a humble and understated approach, saying that ‘I am okay to lose in this election…if there’s someone who cares Hong Kong more than I do’,to increase credibility on his high degree of determination and passion towards improving Hong Kong.
Copy 1.I am okay to lose in this election...if there's someone has better leadership.
Copy 2. I am okay to lose in this election...if there's someone loves HK more than I do.
Copy 3.I am okay to lose in this election...if there's someone able to develop HK well.
Ambient Ad
We played with the existence of different faces ,especially politicians, in outdoor areas in order to satirize some existing politicians and show Kowloon Chan will not as foolish as them .
Idea
We made frame stickers/cards with an empty hole in it. There would be a copy saying ‘if this person cares Hong Kong more, it doesn’t matter if I lose’ and include some foolish slogans or policies proposed by politicians , for example , "Strive for free air successfully" .The style of the stickers are made as ugly as the real political leaflets.
Location
Different media, namely public transportation, publications and public signs.
For transportation,: outside window of buses and mtr, fitting the face of passengers when they are on board.
For publications: magazines and newspapers, frame cards/stickers will be bound next to pages of politicians faces.
In general, if all those faces really cares Hong Kong more than Kowloon Chan does, he would not mind losing the election.
We played with the existence of different faces ,especially politicians, in outdoor areas in order to satirize some existing politicians and show Kowloon Chan will not as foolish as them .
Idea
We made frame stickers/cards with an empty hole in it. There would be a copy saying ‘if this person cares Hong Kong more, it doesn’t matter if I lose’ and include some foolish slogans or policies proposed by politicians , for example , "Strive for free air successfully" .The style of the stickers are made as ugly as the real political leaflets.
Location
Different media, namely public transportation, publications and public signs.
For transportation,: outside window of buses and mtr, fitting the face of passengers when they are on board.
For publications: magazines and newspapers, frame cards/stickers will be bound next to pages of politicians faces.
In general, if all those faces really cares Hong Kong more than Kowloon Chan does, he would not mind losing the election.
Ambient Sticker
Copy 1) Vote for me 2) Strive for free air successfully
3) Strive for extending the green light length of traffic light for 2 second successfully
Copy 1) Vote for me 2) Strive for free air successfully
3) Strive for extending the green light length of traffic light for 2 second successfully
Ambient Ad on Newspapers - Hong Kong Politicians
Some stickers will be posted on different public transport
Mobile Online Ad
Since there are many people in Hong Kong do not satisfy with the government policies and politicians , but people do not have power to against them and feel frustration . Therefore , we will create a mobile phone application "for the public to create their own "foolish" pictures and upload on some online social platform like Facebook and Twitter so that they can have chance to speak out . It can show that Kowloon Chan can hear and know what the public need and increase the interaction with the audience.
Since there are many people in Hong Kong do not satisfy with the government policies and politicians , but people do not have power to against them and feel frustration . Therefore , we will create a mobile phone application "for the public to create their own "foolish" pictures and upload on some online social platform like Facebook and Twitter so that they can have chance to speak out . It can show that Kowloon Chan can hear and know what the public need and increase the interaction with the audience.
People can change the headline of the picture by typing some foolish policies or anything that can dig at the government by themselves and take picture to an object . Then a personalized "foolish " pictures will be made and be shared.
