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Fortune captures Lion Rock Spirit to inspire Hong Kong

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It's hard to forget the giant yellow banner asking for universal suffrage on top of Lion Rock during Occupy Central. The movement may be over, but its spirit still lingers. Fortune Pharmacal and Metta Communications have created an inspirational branding commercial, artistically made in black and white, to capture what it calls "Lion Rock Spirit", a term that is often used to represent a trace of Hong Kong spirit.https://vimeo.com/123698128"People in our generation have dreams, but no hope" is how the commercial opens. The commercial opens with a gloomy ambiance, telling stories of despair from local young-adults and elderly citizens. The commercial ends on a more positive note, encouraging audiences to think positively as "each generation has its own Lion Rock Spirit"."There's been increased tension and struggle in Hong Kong society. We hope to capture this in our new branding ad and send a message that we, as a 61 year-old company, have also gone through hard times to get to where we stand today," Teresa Poon, sales and marketing manager at Fortune Pharmacal, told Marketing. "Through that we hope to encourage Hong Kong people to think positively," adding that the artistic approach was an attempt to make audiences pause and think."We want to generate an artistic ambiance in the ad to talk to different generations in the society through what we call the "Lion Rock Spirit", meaning the spirit of Hong Kong, to consolidate our position as a local pharmacal brand."Running until June, the campaign include TV, digital, OOH and print executions.

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