The ICAC commissioned Publicis Hong Kong last February to create an ad campaign to deliver the message: “Vote for a clean election. Vote for a better Hong Kong”. The campaign consists of TVCs, print, radio, OOH and digital. It debuted on 31 July and will run through September. The aim is to build awareness, connect and engage with the Hong Kong audience.
A sharp departure from the conventional and more serious government ad campaigns on the same subject, this campaign has a lighthearted and entertaining feel. The ad features a tone-deaf singer who wins a singing competition by bribing his audience. His rise to fame and fortune follows, despite the public's intolerance for his terrible singing.
The analogy draws attention to the dangers of succumbing to electoral bribery, which may put undeserving people into office.
"Given the intensely political climate in Hong Kong at the moment, taking this bold approach shows that the ICAC is committed to working alongside the people of Hong Kong,” said Sue McCusker, CEO, Publicis Hong Kong.
Since the 1970s, the ICAC has been a critical force against corruption in the city.
CREDITS:
Project title ICAC LegCo Election Announcement of Public Interest 2012
Client the ICAC
Brief Raise awareness of the need for clean & fair elections, and how ICAC works alongside the people of Hong Kong to achieve them.
Creative Agency Publicis Hong Kong
ECD Mark Birman
Creative director Mike Chiu, Pauline Tsang
Copywriter Natalie Lee
Art director Andy Leung, Susan Chan
Account management Kimmi Chan, Clarins Chan
Production house Offlohi
Exposure TV, print, OOH, digital, radio
