Grey Group HK creates film-led campaign to ‘rebrand’ Hong Kong district

Grey Group Hong Kong and the Hong Kong Tourism Board have created a series of films showcasing Sham Shui Po in a campaign to help visitors get under the skin of one of Hong Kong’s oldest districts.

Local film director Chan Chi Fat and scriptwriter Chong Mui Ngam produced four short films under the banner Treasures of the Heart that will run online and on HKTB social channels.

They depict the variety of characters – and characteristics – of Sham Shui Po, with the stories inspired “by the local treasures they hold close to their hearts”.

Integral to the campaign are the creation of QR codes dotted around the district which, once scanned, will arm visitors with audio and video guides narrated by locals.

Grey said outdoor ads will also feature heavily as part of what it called “the rebranding of Sham Shui Po”.


Grey Hong Kong:

Michael Knox, Chief Creative Officer

Sarah Trombetta, Chief Executive Officer

Christopher Lee, Group Creative Director

Jackie Wong, Associate Creative Director

Amy Cheng, Associate Creative Director

Ella Wong, Art Director

Elsie Lau, Art Director

Alison Ho, Copywriter

Starry Lam, Copywriter

John Lo, Head of Production

Ken Yau, Production Manager

Joanna Go, Business Director

Bonnie Chan, Senior Account Director

Dorothy Chan, Associate Account Director


HKTB Marketing Team

Tina Chao – General Manager, Marketing

Hilda Chan – Senior Manager, Brand Marketing

Farrida Lui  – Manager, Brand Marketing

Queenie Cheng – Assistant Manager, Brand Marketing

Pipi Yuen – Senior Executive, Brand Marketing


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