Thanks to DNA Testing, Litterbugs Are No Longer Anonymous

In Honor of Earth Day, Hong Kong Cleanup Initiative Releases Campaign Aimed at Litterers

Published On
Apr 22, 2015

Editor's Pick

DNA testing can be helpful for tracking down murderers, but now it's being used to weed out another kind of dastardly culprit: litterbugs.

A new Earth Day campaign for the Hong Kong CleanUp Initiative via Ogilvy & Mather Hong Kong is using the sophisticated tech to address the city's significant litter problem. The agency tapped Parabon NanoLabs to do DNA testing on bits of trash found on the street, such as coffee cups and cigarette butts. The company then used Snapshot DNA phenotyping to produce a sketch of each litterer's face based on the DNA sample found on the trash.

The mug shots were then featured on posters near the trash-infested areas. Although the portraits weren't of real people, just reproductions shaped according to the genetic data, the agency is hoping that the "Wanted"-style ads are enough of a deterrent to make people clean up after themselves.


Apr 22, 2015
Brand :
Hong Kong CleanUp
Client :
Hong Kong CleanUp
Chief Creative Officer :
Reed Collins
Executive Creative Director :
Rafael Guida
Creative Director :
Jim Fong
Head of Creative Technology :
Craig Mason
Business Director :
Viko Wong
Head of TV :
Mikyung Kim, Hogarth
Agency :
Ogilvy & Mather-Hong Kong

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