Friends of the Earth perform black magic in Central

Hong Kong - Friends of the Earth has tapped JWT to raise environmental awareness among office workers on the issue of air pollution through a blank poster that interacts with dust particles to reveal the message and demonstrate the presence of polluted air.

The pro bono project called "City Experiment" features a white poster hung outside the Fringe Club in Central. After several days, dust particles attach on a transparent sticky coating to reveal the message "polluted air pollutes" accompanied by a picture of the lungs.

JWT's creative team recognises that air pollution is a familiar yet relevant issue and came up with the idea of using an 'experiment' to promote environmental awareness- an issue close to peoples' lives and executed interactively to demonstrate that the problem is inherent in Hong Kong, particularly Central- the landmark for air pollution.