Cannes Lions
GREY GROUP HONG KONG, Hong Kong / GREEN SENSE / 2014
Overview
Entries
Credits
Execution
We created silhouettes of a human and one of nature’s creatures on a black cover. We hijacked different outdoor advertising spaces, such as bus shelters, and wrapped them with our special black cover.
At night, the lights would then shine through to unveil dark secrets of light pollution – helping the public see how light pollution affects our bodies and kills wildlife.
Those who passed by saw LIVE how light pollution harms us and nature in an idea that added ZERO light pollution.
Outcome
By hijacking outdoor advertising spaces around the city, we helped tens of thousands of people see light pollution confessing its dark secret. By understanding how light pollution harms our bodies and wildlife, people started joining the cause. This movement also gained momentum online as people starting spreading word through online platforms to create a huge impression. Most importantly, the Hong Kong government was influenced and pressured to take immediate action in controlling light pollution.
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