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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

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


  • Brand identity and positioning

  • Sales video

  • Electronic sales brochure

  • Photography

  • Poster

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