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Creative

Hong Kong Tourism Board Reimagines Country Through Child's Eyes to Inspire Travellers

Touching spot, directed by The Sweet Shop's Andrew Lang, shows how Hong Kong celebrates Chinese New Year

Hong Kong Tourism Board Reimagines Country Through Child's Eyes to Inspire Travellers

With Chinese New Year a couple of weeks away, the Hong Kong Tourism Board finds fortune everywhere in their bustling and energised city.

The 90-second film follows the story of a brother and sister duo determined to collect as much fortune as they can in preparation for Chinese New Year and Hong Kong’s signature event, the International Chinese New Year Night Parade.
 
Directed by The Sweet Shop’s Andrew Lang, viewers find themselves on a journey of discovery visiting many of the must-see locations at this festive time of the year. From the tranquillity of Man Mo temple to a beautiful flower market and onwards to traditional ‘fai chun’ stores, the Chinese New Year story is told through the eyes of adventurous local children.


Tina Chao, General Manager Marketing at Hong Kong Tourism Board commented: “Moving away from product towards experience-focused communications, this film tells a bigger story of how Hong Kong celebrates Chinese New Year with local traditions everywhere and our night parade.” 

Andrew Lang, Director at The Sweet Shop said, “It was such a thrill to receive this script. I was born in Hong Kong and lived the first eight years of my life there, so it has a special place in my heart. Through the two kids in our film, we wanted to capture the sense of excitement and anticipation you feel if you are in Hong Kong as Chinese New Year approaches. It really is a celebration like no other!” 
 
The International Chinese New Year Night Parade takes place on Saturday, 16th February 2018 in Tsim Sha Tsui with the film supported by a global Social Media, PR and Outdoor campaign.
Client

Advertiser: Hong Kong Tourism Board

Marketing Manager: Charmaine Wu

General Manager: Tina Chao

Assistant Marketing Manager: Vienn Chow

Senior Brand Manager : Hilda Chan

Senior Marketing Manager: Annie Ng –

Creative Agency

Creative Agency: Grey Group Hong Kong

Creative Director: Jason Cornelius

Art Director: Ella Wong

Executive Creative Director: Almon Lam

Chief Creative Officer: ichael Knox

Head of TV / Production: John Lo

CEO: Sarah Trombetta

Senior Account Manager: Dorothy Chan

Senior Account Director: Bonnie Chan

Business Affairs: Joanna Go

Associate Creative Director: Jackie Wong

Regional Director, PR & Corporate Communications: Grey Group AMEA Huma Qureshi Regional Director

Senior Strategist: Noc Choi (Planner)

Production Company

Production Company: The Sweet Shop

Executive Producer: Laura Geagea

Director: Andrew Lang

DOP: Rain Li

Producer: Ivy Low

Line Producer: Areta Mak & Pat Liu

Category: Luggage , Travel

Genre: Experiential , PR , People , Scenic