Trade Away Darkness
Office: Ogilvy & Mather Hong Kong
ORBIS are an international charity on a mission to eradicate curable blindness around the world. In anticipation of World Sight Day we launched a campaign in Hong Kong to raise much needed funds for ORBIS, targeting the entire Hong Kong donating public – anyone with eyes and heart. We turned the colour BLACK into a tangible embodiment of the issue that ORBIS are fighting everyday – curable blindness. Taking a piece of black away represents taking darkness away for those who live life in darkness and keep them away from the daily dangers they could have run into. To leverage the support of our existing donors, we developed a digital auction programme on Facebook, allowing them to donate, buy and prompt friends to do the same.