2024/Hong Kong Tourism Board/CAMPAIGN

HKTB

SPORT / LIFESTYLE / CAMPAIGN / MOTION

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HKTB Film 01: High-energy urban trail running and architectural contrasts.

YOUR ROLE // EXECUTIVE OWNERSHIP

ROLECreative Editor

SCOPEGlobal / Multi-Channel

TEAMDesign / Motion / Copy / Production

STAKEHOLDERSMarketing / Product / Sales / Executive Leadership

RESPONSIBILITIESStrategy / Concept / Art Direction / Production

THE CHALLENGE

What business, market, audience, or brand problem existed?

Post-pandemic tourism required moving beyond postcard Victoria Harbour clichés to highlight Hong Kong's visceral outdoor sports, world-class trail networks, and electric street culture.

THE CHOICE

What insight, strategic decision, or creative idea changed the direction?

CORE INSIGHT

"Global affluent travelers seek transformative athletic and sensory rituals rather than passive sightseeing."

POSITIONING

Hong Kong as the ultimate high-density kinetic playground where 70% of the territory is untouched nature minutes from skyscrapers.

CREATIVE IDEA

Contrast as Kinetic Energy: Rapid juxtaposition of vertical concrete canyons and lush mountainous ridgelines.

STRATEGIC RATIONALE

Unified 4 distinct episodic films under an athletic visual rhythm that resonated across European, US, and Asian markets.

THE SYSTEM

How was the brand, campaign, visual language, or design system constructed?

HKTB Dynamic Kinetic Grid

TYPOGRAPHY

Heavy grotesque display paired with bilingual precision typography

ART DIRECTION

Wide anamorphic lenses, ground-level runner POVs, raw ambient soundscapes

MOTION LANGUAGE

Staccato cuts matched to biological heartbeats and urban sirens

THE EXPRESSION

Film, Motion, Digital, Packaging, Print, OOH, Social, Retail, Photography, 3D

Four episodic films spanning Trail Performance, Dragon Boat Intensity, Urban Cycling, and Night Harbour Culture.

FilmMotionDigitalOOHSocialRetailPhotography

High-contrast neon reflections across nocturnal urban cycling stages.

Athletic footwear and tactile asphalt framing for urban running chapters.

THE SCALE

Deployment across Markets, Teams, Channels, Products, Agencies, Vendors

GLOBAL MARKETS & REACH:14 Global Markets across North America, Europe, Mainland China & Southeast Asia

DEPLOYMENT SCALE:38M+ verified broadcast and digital views

OPERATIONAL FRAMEWORK:Modular localization toolkit for 8 regional agency partners

06 // THE IMPACTVERIFIED OUTCOMES

BUSINESS & MARKET PERFORMANCE

01+34% increase in inbound leisure sports travel intent across target demographics
02Recognized with Grand Prix for Tourism Re-invention

OPERATIONAL EFFICIENCY & VELOCITY

01Delivered 180+ localized cutdowns with 0 day delivery delay across all 14 time zones

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