client: Easy Group HK
Team: McCann HK
Over 3 decades, Sneaker street has been a cultural landmark and sport shoe haven for sneaker lovers in Hong Kong. However, the government is determined to swap this sport shoe haven for a multi-billion shopping and residential complex. To strike back against the developers, we partnered with Easy Group, who specialised in mini bus advertisement in MongKok to waged a guerrilla battle against the demolition to stir up passion amongst the people. We turned MongKok into a gigantic football field.
