M&C Saatchi Hong Kong won the assignment after ICAC reviewed recommendations during a tender process from an undisclosed number of rival agencies.
Bernard Chan, senior creative director at M&C Saatchi, who led the pitch, said, “The strategy was very well-defined from the get-go and we won the assignment with a bang-on creative insight amplified by a very dramatic creative idea.”
The campaign will be launched in mid-August to educate the electorate to watch out for "grey areas" such as disguised vote-buying and "political schmoozing" that may potentially break the law.
Chris Jaques, CEO of M&C Saatchi, said the assignment was not just "an exciting win" but also an important one because "the principle of clean government in Hong Kong is critical in the years ahead, as we navigate the path towards universal suffrage”.
A full gamut of TVCs, radio, outdoor and print vehicles is expected to widen the campaign's reach.
A spokesperson from ICAC told Campaign that it's the ICAC’s responsibility to remind all Hong Kong citizens of the importance of fairness and justice in the upcoming elections.
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