Dept. of the Environment, San Francisco

Dept of the Environment, San Francisco

Chinese Wisdom: Recycle Used Motor Oil

Out of Home, Ethnic Newsprint ads

This unique campaign attracts the Chinese-speaking community to recycle used motor oil. Our focus group in the Cantonese gave us the insight to create “The Chinese Scroll” which positions used motor oil recycling as Chinese-style wisdom, combining benefits to the community, environment, and individuals. The San Francisco Bay is a “Chinese” place. It shows our client as culturally attuned in billboards, online advertising, and on a community organization’s website. Online samples:

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