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With eyes that are literally bigger than his stomach, rap star Big Waster is an instant reminder to stop piling more food than we can eat into our shopping carts and onto our plates. The character debuted in a Food Wise Hong Kong campaign in May.
By deliberately setting up Big Waster as a bad example, the creative team behind the campaign believes he can grab the public's attention and hit home the message to value food and stop wasting it.
The rap song the team composed has punchy lyrics with a touch of irony. It has caught on with school kids, who eagerly repeat his plea, "Stop the waste!"
News.gov.hk spoke with the creative team behind the campaign, to learn how they developed Big Waster's look and personality. That story appears on news.gov.hk today (November 10) in both text and video format.
Ends/Sunday, November 10, 2013
Issued at HKT 10:30
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