Jenny Chan 陳詠欣
Aug 10, 2011

M&C Saatchi to handle anti-corruption campaign ahead of Hong Kong elections

HONG KONG - M&C Saatchi has been tasked by Hong Kong’s Independent Commission Against Corruption (ICAC) to handle a semantic campaign for the territory's district elections in November 2011.

Bernard Chan, Senior Creative Director (left), and Max Mak, Business Director (right) of M&C Saatchi Hong Kong
Bernard Chan, Senior Creative Director (left), and Max Mak, Business Director (right) of M&C Saatchi Hong Kong

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.

 

Source:
Campaign China

Related Articles

Just Published

2 hours ago

Why are the majority of AI assistants female?

Meghan Joyce, CEO and co-founder of Duckbill, explores the historical, scientific and technological reasons behind the feminine voices of AI assistants.

2 hours ago

AB InBev moves beyond sponsorships—betting big on ...

Globally, AB InBev invested $7.2 billion in sales and marketing in 2024, focusing on strengthening its mega brands and building brand equity in high-growth markets like India.

3 hours ago

AKQA co-founder Tom Bedecarré dies, aged 69

'Silicon Valley’s favourite ad man' is honoured by friends and colleagues.

3 hours ago

LinkedIn picks network for $97 million global media ...

The appointment follows a closed process across several global markets.