Chinese New Year is just around the corner, the Hong Kong Tourism Board has launched a new campaign to ring in the year of the dog.
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 Kongâs signature event, the International Chinese New Year Night Parade.
Directed by The Sweet Shopâs 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 tranquility of Man Mo temple to a beautiful flower market and onwards to traditional âfai chunâ 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: âMoving 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.â
Andrew Lang, director at The Sweet Shop said, âIt 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!â
The International Chinese New Year Night Parade takes place on 16 February 2018 in Tsim Sha Tsui with the film supported by a global social media, PR and outdoor campaign.
HKTB Marketing Team
Tina Chao, general manager, marketing
Hilda Chan, senior manager, brand marketing
Charmaine Wu, manager, brand marketing
Vienn Chow, assistant manager, brand marketing
Annie Ng, senior executive, brand marketing
Grey Group Hong Kong
Sarah Trombetta, chief Executive Officer
Michael Knox, chief creative officer
Almon Lam, executive creative director
Jason Cornelius, creative director
Jackie Wong, associate creative director
Ella Wong, art director
John Lo, head of TV production
Noc Choi, senior strategic planner
Joanna Go, business partner
Bonnie Chan, senior account director
Dorothy Chan, senior account manager
Grey Group AMEA
Huma Qureshi, regional director, PR & Corporate Communications
The Sweet Shop
Director: Andrew Lang
Executive producer: Laura Geagea
Producer: Ivy Low
DOP: Rain Li
Line producers: Areta Mak & Pat Liu