In partnership with environmental group Green Sense HK, award-winning creative agency DDB Group Hong Kong has taken to the streets of Hong Kong to raise awareness of the city’s critical levels of light pollution.
Measuring 1,200 brighter than the international standard for a night sky, Hong Kong is ranked as the most light-polluted place in the world. The city’s thousands of brightly lit billboards that are turned on late into the night is a major contributor to the problem. Among the many negative effects, the most apparent impact for the majority of city-dwellers is that it blocks out the visibility of any stars.
For one night only, DDB Group Hong Kong turned the problem into an opportunity to not only raise awareness of the problem, but also give Hong Kongers a chance to see the stars. The agency commissioned a group of dancers to create a performance against the backdrop of light polluting billboards at some of the most congested areas in Hong Kong. Cloaked in black canvasses with pin-point holes, the dancers capture pedestrians’ attention with their moves, and cap off the performance by covering the billboard to reveal a star-filled sky. With the light from the billboard penetrating through the holes in the dancers’ canvasses, the slogan ‘Less lights. More stars.’ brings home the important message against a starry sky.
“Many people in Hong Kong have never even seen a single star in the city,” said Keith Ho, CCO and Managing Partner at DDB Group Hong Kong. “This was a fantastic opportunity to literally shed some light on the issue.”
CREDITS:
DDB GROUP HONG KONG
Chief Creative Officer & Managing Partner: Keith Ho
Associate Creative Director: Karen Au Young
Creative Directors: Gary Lee, Jeff Tsang
Head of Broadcast: Annie Tong
TV Producer: Kam Chuen Chau
Strategic Planner: Ronald Lee
Account Manager: Jennifer Mok
GREEN SENSE HK LTD.
President: Jan Lai
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