HONG LEONG - ESG
Hong Leong Asia Ltd. (HLA) is a Singapore-based conglomerate, and has been listed on the Stock Exchange since 1998.
They are a diversified Asian multinational with core businesses in the construction and transportation sectors. They work closely with customers to develop and deliver innovative and sustainable solutions for cities of the future.
THE PROBLEM
Hong Leong make products in industries that are not traditionally sustainable. Concrete and diesel power trains are not renown for making the world a greener place.
Hong Leong however is on a journey to do things better. Their ESG principles layout a series of changes that will considerably reduce the impact their business has on the environment.
Whilst they're very enthusiastic about this journey, they were determined to talk about their ESG principles in a way that inspired hope for the future and avoided greenwashing by over emphasising the impact of their changes.
CONCEPT
ESG reports can be very dry and dull documents. Yet within them can be exciting objectives that can have a real impact on a company's future and the future of the planet.
Citron Violet wanted to help pull out the elements of Hong Leong's ESG principles that laid out their journey towards a greener future.
Telling this story in animation is far more compelling and accessible to Hong Leong's audience.
The animation style was adapted to match a mural that sits in the Hong Leong head office in Singapore to make it a core part of their brand.
RESULTS
The video was originally shown by Tasek (one of the companies under the Hong Leong conglomerate), at a trade show in Malaysia. The colourful animation and positive messaging allowed conference attendees to engage with the Tasek booth and open more conversations.
Since then the video has been re-edited to feature other brands under the Hong Leong conglomerate for use in online and client presentations.
The video also currently sits prominently on the home page of Hong Leong's official website making it more interactive and engaging.
Hong Leong ESG
