OCCUPY HK 5x5
Challenge
Hong Kong wastes 3,200 tonnes of food a day. If this keeps up, we could be living next to our garbage. The Leftovers, a non-profit organization, needed people to waste less before it’s too late.
Idea
A social movement was initiated to ask citizens to “EAT your food waste” and OCCUPY back Hong Kong 5X5. A Hong Kong map was transformed into pieces of land measuring 5cm x 5cm. Every plot was converted into 5cm x 5cm QR Codes hidden inside bowls and containers of restaurants. Enticed to snap the Codes, people finished their food and selected a piece of land to occupy from being flooded by waste. People could also share through social media – encouraging more people to finish their food and to keep the social movement rolling.
Results
This small solution made a huge impact. 25,760 pieces of land were occupied in 1 month. Awareness of The Leftovers increased 150%. The movement was backed by the public and documented through many media outlets. What’s more, a variety of different parties actively contacted The Leftovers to cooperate together and solve food waste concerns.
Advertiser: The Leftovers
Creative Agency: Grey Hong Kong
Awards:
2013 HK4As Kam Fan Awards - Merit