2019 Young Kam Fan Awards
Agency | Ogilvy HK
Role | Junior Content Designer
Credit | Sharon Ng - Social Strategist
Kam Fan led by prominent members of the advertising industry, the Association of Accredited Advertising Agencies of Hong Kong (HK4As) is charged with maintaining high standards and integrity among member agencies. . The annual Kam Fan Awards (formerly known as the HK4As Creative Awards) ceremony recognises outstanding work produced in Hong Kong.
Participants in Young Kam Fan have to be under 28. My colleague, Sharon Ng and I are representing Ogilvy HK to join this competition in 2019. And we won the opportunity to the Young Lotus Competition in Thailand.
- The Brief -
Stop Depression from Online / Social Media Bullying (Mind HK)
Hong Kong is suffering an “epidemic of metal health” issues. Mental health in HK at its worst level in eight years, nearly 1 in 10 people (9.1%) in Hong Kong were found to have suspected depression and cyberbullying on social media take toll. How can Mind HK engage and encourage people to stop online bullying with a goal to improve their own mental well-being and people around them?
- Creative Challenge -
We have 24 hours to come up with a creative insight, but most importantly the creative idea in new and exciting way to move the organisation forward. We need to demonstrate how the idea would engage with its target audience and achieve its goals. The work will be judged by a selection of industry experts before the winner is crowned.
after 24 hours, here's our answer:
INSIGHT | Top reason for cyber-bullying is POWER HUNGER, a dominant behaviour. Near 40% of bullies reflected that they bullied others because of power demonstration and establishment. ( StandUpAgainstBullying, 2017)
SOLUTION | An integrated campaign where we marry creativity and technology to shift the power from the bullies to the victims.
The Idea
Write-out was something we used in school to remove written mistakes.
Deploying augmented Reality and Artificial Intelligent technology, we will detect the negative words from bullies and white them out. We let the victims to write about themselves.
We shift the power from bullies to the victims in digital world by White and Write
1. stunt | HKWalls OOH
Collaborating with local NGO which aims to showcase creativity or artists through high-quality public art, we will paint hateful sentence near the Instagram photo spots in town.
2. Launch | Social Media Plugin
Using AI technology, social media plugin will detect the hateful or negative words on walls or comment, and white them out automatically.
3. sustain | Social Media AR filter for UGC
Adapting AR technology on social media camera filter, it will provide a real-time filtering negative and hateful words by whiting them out in the reality.
And, this can drive user-generate content by encouraging them to write and redefine themselves.
4. Sustain | UNIQLO Tee Collaboration
Instead of OOH advertisement, we collaborate with UNIQLO for in-home advertisement that you can try the AR filter everywhere.
5. Wrap up | #WhiteNWrite Fest
Towards the end of the campaign, we will organise a #WhiteNWrite Fest to gather millennials in town. All participants who joined the campaign will be invited to the festival for music, picnic, handicraft markets and transforming your tee by white and write!