2016 marks the 2nd year in running for the Hong Kong Biodiversity Festival. Yet, biodiversity is still a relatively new and complex subject to most HK people; also the festival lacks public awareness in general. An umbrella communications campaign is called for to increase awareness, encourage engagement and conversion throughout the festival period

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To turn an intimidation subject matter into a simple and direct one, with easy-to-digest, engaging and relevant contents for the audience. Light-heartedness and a distinctive personality are also key as we created the character Mr. B as brand ambassador and leveraged it at all touchpoints. We also fully leveraged on Facebook to reach the audience in a cost-effective manner and made the campaign social

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Deliverables:

• Brand identity and positioning

• Sales video

• Electronic sales brochure

• Photography

• Poster