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”.
Credits:
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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