BRAND ADVERTISING CAMPAIGN, GRAPHIC &UX/UI DESIGN

OVERVIEW

Buses in Hong Kong are major producers of road-side smog. The brand mark is a way of speaking without speaking; a form of silent protest. In this way, we are being mindful of Chinese culture in that our brand is bold without being vulgar. It is earnest but respectful – a way for the people of Hong Kong to speak up without necessarily speaking out. The mark itself literally translates to “Hong Kong Wants to Breathe.”

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Ride HK:

Hybrid buses would be brought over to Hong Kong. These hybrid buses will be branded in the campaign livery and would shadow the routes of some of the dirtiest running buses in Hong Kong, As such, the route ticker – instead of showing route information – would show health and environmental information that is a result of the running of this cleaner bus.

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Website:

Contains user submitted photos, tweets, and news stories; a rating system for the bus companies in Hong Kong and their fleets, the tint of which indicates its environmental friendliness (HK Fuchsia being a positive rating, Smog Brown being negative); and a list of all the politicians in Hong Kong’s Legislative Council and their environmental ratings.

iPhone Application:

This application would provide the facts and figures relating to Hong Kong’s pollution problem, and be able to dent a direct e-mail message to their representative in the Legislative Council. Users would also be able to access the current routes of all the Ride HK buses, and see where the stops for the day will be; they can also see user-submitted photos for View HK, as well as capture and send in their own shots to be featured on the HK Breathes website.

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Magazine Ads:

Rounding the campaign out would be traditional media in print. Viewers would see a progression from dirty views of Hong Kong to bright, vibrant images of their city – print ads would employ transparencies.

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Street Ads: The ads will be place in the street-side displays and in MTR (subway) stations. Similar to the magagine ad, viewers would see a

progression from dirty views of Hong Kong to bright, vibrant images of their city through lenticular techniques.