The idea that runs behind this project is to engage people in cleaning up the streets of London and then applaud them for it.
We set came up with TV ads that led to an ambient showcase that was then made into print ads.
Our idea touches on the emotional level where people are told that it is possible to help clean and that they are being recognized and thank for doing so.
Using everyday people in our campaigns emphasizes the fact the everyone can do it.
Created by Kwan Hee Cho, Angela Arnaout, and Inyoung Choi
from Central Saint Martins College of Art and Design
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