KC Hong | Copywriter

Hackyourfuture:

BEHIND THE SOURCE

HackYourFuture is a coding school where refugees can learn to become web-developers through a 7-month program. But even in a very in-demand job market, many recruiters turn a blind eye to them because of stereotypes and stigmas.

To open recruiters' eyes, we showed them that refugees are behind some of the websites that they use daily.

Through this joint initiative, anyone can go, literally behind the source of popular websites, in order to reveal the exceptional stories of the HackYourFuture alumni who coded them.

We placed our ads up in targeted areas including the Financial District, as well as coworking spaces, nudging HRs, CTOs and recruiters to take action.

We rallied an army of partners and used their voices to inspire more companies to join in.
This resulted in 13 partners collaborating in the project, 120 more students hired, and over 24k visitors to the project.

Using only code to design everything wasn’t just a creative restriction, it was also a way to portray the HackYourFuture graduates while ensuring that no one would recognize them. This enabled us to ensure their anonymity that is sometimes required by their political refugee status, as well as the safety of their family.

ECD: Laura Visco
Creatives: Christian Baur, Guillaume Roukhomovsky, KC Hong

OATLY: BRAINWASHING

As part of Oatly’s Department of Mind Control,
aside from creating the ads you see and the stories floating out there,
my biggest challenge is to brainwash the masses into accepting plant-based “milk.”
Sometimes, this requires petitioning the EU
to normalize plant-based “dairy” in schools.

EU School Scheme Petition — We partnered with Pro Veg and over the course of six weeks, got 35,000 to sign in support of the petition.
To help get eyeballs on the petition, a music video and a full social campaign (as seen on IG!) accompanied it.

Most of the time though, I get the privilege of receiving a lot of hate mail
which allows me to gleefully turn them into art.

When not being yelled at, this job comes with the benefit of
the masses asking my masters to give me a pay raise.
(I know they didn’t name me specifically, but kindly allow my delulu indulgences.)

If you’ve scrolled this far and enjoy controlling minds, maybe apply for a job here?

ECD, CD, AD, CW, PD, PM, SM, WD, ETC: The ODMC

IKEA: NOW, THERE’S CHOICE

You can't choose when you're born. But, you can choose how you live.
With IKEA opening in Johor (Malaysia) and Bang Yai (Thailand), now, there's choice.

ECD: Joakim Borgström
Creative Directors: Nikhil Panjwani
Copywriter: KC Hong
Art Director: Ronald Bunaidi
Director: Augusto Zapiola

Adidas: Create the

Tomorrow no one has

thought of

2019 marked the 70th anniversary of adidas as well as the founding of the People's Republic of China; a perfect cultural moment to inspire a whole new generation of Chinese creators and celebrate the country’s history. The film follows an up-and-coming sprinter, 17 year-old Li Yuting, as she goes on a run. Along the way, she’ll be supported by the full power of the country: creators and athletes from yesterday, today, and tomorrow.

Executive Creative Director: Carlo Cavallone
Creative Director: Curro de la Villa
Copywriter: KC Hong
Art Director: Christian Lopez, Patric Franz
Director: Salomon Ligthelm

IKEA: GET CHERAS

TO IKEA CHERAS

IKEA was launching their second store in Malaysia, in an unknown area called Cheras.
To get everyone down to the store, we launched Malaysia's Biggest Housewarming Party
and invited everyone with a hit pop song.

Creative Directors: Maurice Wee, Tinus Strydom
Copywriter: KC Hong, Ross Fowler
Art Director: Marcus Yuen
Director: Nieto
Music: Fuse

AMSTERDAM LIGHT FESTIVAL:

THE NACHTLOERRRRDERS

Meet Disco Juan, Foxephant, Slurk and Purple Ghost. Just a few of the creations of a collaboration with over 800 Amsterdam school children. Strange new nocturnal animal eyes appear behind the famed ARTIS zoo in this light installation in answer to the theme ‘Disrupt!’ for the 2019 Amsterdam Light Festival.

If you happened to walk by the ARTIS zoo during the wintry nights of November 2019 to January 2020, after the zoo animals had gone to sleep, you would see these creatures coming out to play.

Over 800 pairs of night creature’s eyes were on display. Each designed by a different child.

The eye’s movements and colors reflected what the children thought their creature’s personalities would be.

But first, the team had to develope workshops and a Scratch program that allowed the children to digitise and animate the animal eyes. To kick it off, we created a complimentary workbook to guide the children through the project.

Each child attended three workshops to create their artwork. The first, was an introduction to light art and the festival. The second taught the science of nocturnal animals and evolution, and ended in the creative concepting of their own evolved animal. — Each child attended three workshops to create their artwork. The first, was an introduction to light art and the festival.

The second taught the science of nocturnal animals and evolution, and ended in the creative concepting of their own evolved animal.

The final workshop was a programming and animation workshop developed by the team using Scratch.

When all the workshops were completed, over two hours of Nachtloerrrders were added to the sequence. The sequencing of their appearance was designed to be disruptive. They appeared across the installations randomly so you had to keep your wits about you to spot the next eyes appearing, just like trying to spot nocturnal animals in the wild.

Creative Directors: Wendy Richardson, Lee Boulton
Creatives: KC Hong, Jan-Willem De Man
Dutch Author: Frenkel Schonfeld
Programmer: Gabor Szalatnyai
Producer: Nili Zadok
Brand Director: Angelina Joy

IKEA: HALLOWEEN

If you find IKEA scary, you’ll find it even scarier with it’s new late-night shopping hours.

Copywriter: Angie Featherstone , KC Hong
Art Director: Marcus Yuen
Director: Jordan Quellman

Axe X sex education:

#Unawkward the awkward

No awkward Mum chat. Just real talk, from real people.
Two sexy worlds collide with Axe, the brand that helps guys get closer, and Sex Education the Netflix show that talks about…
well, sex.
The result is a book on Instagram stories called “Bringing Up Men” that aims to #unawkwardtheawkward for guys by sharing real life fails in love, sex and dating.

Before Season 2 of Sex Education began on Netflix, we teased the campaign with a trailer of Otis editing his mom’s book, “Bringing Up Men” taking over what was done at the end of Season 1.

Otis’s new spin on “Bringing Up Men” was created to inform and inspire teens to find their confidence by unawkarding the awkard and encouraging them to make connections in real life.

Each chapter was written by a character from the show and featured real stories from actual teens and the cringe-worthy situations they’ve encountered whilst dating. The honesty and relatability of these stories will hopefully release the pressure guys feel by opening up the conversation to help instil confidence for those who have dealt with similar situations.

To cater to a generation that doesn’t read, this modern playbook’s chapters lived exclusively on Instagram, YouTube, Snapchat, and AXE.com.

Creative Directors: Benny Everitt, Adam Koppel,
Creative Directors: Chris Colliton, Kevin Weir
Copywriters: KC Hong, Taylor Black
Art Directors: Renée Lam, Jonay Urbina