If you say fair trade has nothing to do with you, you will be the next victim being looted by the merchants.

The idea of the advertising campaign begins with the public’s misapprehension of fair trade that it is a charity activity for the Africans. 

A brand from New Zealand was chosen to be the imaginary client for this advertising project. This company sells fairtrade-certified carbonated drinks. It insists that its ingredients must be fair to the producers, land, and consumers. “Only products that are harmless to every stakeholder can be certified as fair trade.” said Maria Cheung, the Chief Executive of Fair Trade Hong Kong.

Are you a bleeding-heart person? If not, it seems that fair trade is more suitable for selfish “us”.

The project aims to introduce the brand and its association with fair trade. Fair trade is a chance for consumers to make a just choice.

Tutor: Francis Hung

This project is created for educational purpose. All commercial brands depicted in the projects in this project are ‘imaginary clients’ that students have chosen as study subjects. PolyU Design is not suggesting any creative direction for the respective brands.