MTR unveils HK’s hidden treasures

MTR   CAMPAIGN   OGILVY & MATHER

Hong Kong - With the South Island Line construction underway, MTR has rolled out a witty campaign to showcase how the new railway will help Hong Kong people explore the Southern district.

The TVC features a selection of real-life hidden gems in Hong Kong's Southern district including a pop group of old ladies in Lei Tung Estate, a chef who broke a Guinness World Record for the world's biggest rice dumpling, a hairdresser known as ‘Golden scissors' in South Horizons and the famous pandas at Ocean Park.

MTR said the creative idea is to highlight how the South Island Line will allow everyone in Hong Kong explore the city effortlessly by taking them to places that could not be easily reached before.

The campaign runs from now to early March on TVB and Cable TV. It is also supported online, outdoor and in print.

Ogilvy & Mather handles creative while OMD handles media planning and buying for this campaign.

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