We launched the campaign with a film.
After, we crowd-sourced content by asking people to submit their noise problems through a WeChat mini-program and promoted it across different platforms.
Everyday a pair of earbuds was awarded to real people who needed it the most:
(name) was saved
(Social post caption complaining about the noise)
KOLs even took part:
We even turned them into outdoor ads:
ECD: Fei Wei
CD: Jimmy Wang/ Addy Khaotong
Copy: Ivy Wang/ Addy Khaotong
Art: Lance Francisco/ Jimmy Wang