Works 

#MoreWithLess for Greenpeace HK

The Issue

Combating overconsumption & space issues in Hong Kong

The Observation

People in Hong Kong buy clothes to manage and compensate for their busy and stressful lifestyle. With the limited living space within their homes, they often have to throw these almost-new clothes for more space in their apartments.

The Insight

They don’t feel a need to care for the effects of the disposal of fast fashion has on the environment.

The Solution

Introducing #MoreWithLess, a campaign that serves to combat overconsumption of fast fashion through the introduction of the values of Minimalism to the young people in Hong Kong.

#MoreWithLess urges them to re-evaluate their possessions while encouraging them to appreciate the necessities—be it fashion or lifestyle choices.

To kickstart this campaign, Greenpeace HK will collaborate with IKEA HK to launch #MoreWithLess, from online and offline campaigns; allowing subsequent collaborations with more brands, to inspire people for the betterment of life through the values of Minimalism.

1 Awareness

Launch of print advertisements around the MTR stations of Causeway Bay and Times Square — to raise awareness of the campaign through straightforward and truthful copywriting, attracting their attention. They also serve as promotional posters for the upcoming collaborative pop-up showroom with IKEA HK.

2 Education

Brand Takeover on IG

IKEA HK will takeover Greenpeace IG for a week, the same week as the launch of offline ads. The social posts are mainly promoting #MoreWithLess through values of Minimalism while using it as a platform to promote the upcoming pop-up showroom at the Times Square.

Microsite

The campaign microsite will be rolled out the same time, serving as a platform for education (Blog) and promotion of the campaign to the audience.

3 Engagement and Subscription

The pop-up showroom will be launched a week after, showcasing a curated collection of furniture for the micro-sized apartments in HK. They come with educational tags on each furniture — providing smart hacks on saving space through the multi-functional furniture IKEA HK offers + living a #MoreWithLess lifestyle.