Commercial Work
Adults’ Happy
Meal Campaign
Ideation | Art Direction | Illustration
Morals are Best Learnt through Good Stories
The Hong Kong government are urging people not to feed the pigs, as a measure to prevent overpopulation and control environmental hygiene problems. The campaign created for Hong Kong’s Agriculture, fisheries and conservation department turns an all-time children-favourite and classic fairy tale, Little Red Riding Hood, into a cautionary tale to educate children about not feeding wild animals
A good story for kids urges them to put themselves in the shoes of the protagonist of the story and evaluate their actions and emotions and why they made them.
Boars are not the Antagonist here, Feeders are.
Instead of antagonizing wild boars, ones who feed the boars are actually the root of the problem. Feeders unintentionally lured wild boars out to urban areas, indirectly causing the boars to grab food from humans.
Full-on Above-the-line
Meda Campaign
Covers Hong Kong fully from billboards to trams
Storybook
Giveaway fairy tales for children to read
