SOCIAL CONTENT

Greenhacker leverages mixed media animation to make the science of sustainability fun and engaging

Sustainability campaigns are often perceived as “holier than thou” lectures. A self-deprecating approach – we are serious about the environment but not serious about ourselves – make the message much more appealing and believable.

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Sino is not known for being Green.

As one of the largest property developers in Hong Kong, Sino is just another Big Overlord putting up mega skyscrapers. Many of Sino’s earnest sustainability initiatives fall well below the consumer’s radar.

The opportunity is to leverage a new green messaging to elevate and modernise the company’s brand image.

Build a community of Sino Green faithfuls who will engage with the brand both on and offline.

Make Green More Colorful.

Corporate sustainability projects can often be too technical for consumers to care about. We needed to come up with a big idea to turn a portfolio of Sino’s sustainability projects into something that consumers can relate to.

We held a 2-part workshop: First, we cherry-picked projects that directly affect consumer daily lives. Then, we came up with a narrative that can weave the projects together into a single message.

Lastly, we produced a series of lo-fi animation injecting slang humour to give them a local flair.

Meet The Greenhackers.

A group of Sino employees who are passionate about making sustainability fun.

They come from different departments – from property management, to engineering to marketing. They come from different seniority – from interns, managers, to senior members of staff.

They like to do things with a sense of humour…because why so serious?

Sincerity is Authenticity.

The videos are narrated as a personal story by a Sino employee.

Casting employees (with proper direction) are way more believable than minor celebs or micro influencers.

HongKongers Likes and Dislikes.

I love singing karaoke in the shower, but I don’t want to waste so much water…

I love taking buses to work, but I don’t like the roadside pollution…

I love chicken, but the skin is too fatty…

The Greenhacker Pledge

The grass is green and the air is clean. We take care of our earth, because we are not mean.

We come up with hacks. We have fun and chitchat. We take our little steps and together we make impact.