Cannes Lions

First Photo Last Photo

GREY GROUP HONG KONG, Hong Kong / JOY OF LIFE / 2016

Awards:

4 Shortlisted Cannes Lions
Case Film
Supporting Content
Supporting Images

Overview

Entries

Credits

Overview

Description

This has created a situation where a sonogram has become a death sentence for many unborn daughters. The first photo of a girl would also be her last.

This unique insight would be the core of our creative idea. Photos from sonograms of unborn girls were featured in our First Photo Last Photo exhibition. Other deliverables included booklets, print ads, bus shelters and an immersive online gallery.

Raw, genuine emotion would be evoked with a genuine insight.

Execution

We opened a “First Photo Last Photo” exhibition in the heart of Hong Kong – where photos from sonograms of unborn girls showed visitors that their first photos could be their last.

The gallery attracted young and old and allowed them to experience first-hand the unbelievable truth that comes from the culture of son-preference.

Outcome

In one week:

- Reported around the world

- Over 1.4 million impressions

- Helped generate over 3,000 pledges

Similar Campaigns

7 items

Ink and Blood

LAIKA GREY, Guayaquil

Ink and Blood

2019, RED CROSS

(opens in a new tab)