By Ogilvy Ad Campaign Uses DNA To Capture & Shame Litterers #BaconBits
Ogilvy is taking litter-shaming to the next level. Their client, Hong Kong Cleanup, has partnered with Ecozine and The Nature Conservatory to create an outdoor campaign that uses the DNA of litterers to shame them publicly.
Watch the video below to view the campaign:
Ecozine explains, “Littering and excess waste is an ongoing problem that needs to be faced, once and for all. Taking this statement literally, the Hong Kong Cleanup used DNA phenotyping to put a face to litterbugs. The campaign can be seen around the city, warning people not to litter, at the risk of becoming the next face of the campaign.”
CCO at Ogilvy & Mather Group Hong Kong, Reed Collins told Ecozine earlier this month, “This campaign is one of a kind. It’s interactive. It’s innovative. It’s our own science experiment that we’re using to create social change. Litter is such a major problem in Hong Kong and thanks to technology we can now put a face to this anonymous crime and get people to think twice about littering.”
The Ham’s Take
As outdoor technology continues increase in sophistication, including eye tracking and mobile phone targeting, Ogilvy is pushing the limits with this DNA madness. The invasive nature of this campaign will indefinitely create privacy concerns, but it is this conversation that could lead to great success for Ogilvy and The Hong Kong Clean Up.
While no “rules” have been broken per see, it sure feels like it…and we say that in a complimentary way. Heeding the great Bernbach’s words, “Rules are what the artist breaks; the memorable never emerged from a formula.”
(h/t ecozine, laughingsquid)
