DBS lights a spark under Hong Kong

DBS Hong Kong is calling on the Hong Kong community to ignite its imagination and ambitions through a new initiative #MySparkHK, hosted at Hysan Place.

From tomorrow to 27 September, a set of giant letters of the alphabet, created by London-based typography illustrator Sean Freeman, will be on display at the shopping mall to call for visitors to showcase their creativity by assembling their own “spark” words.

Participants will be encouraged to take photos of their creations and share them on Facebook and Instagram using #MySparkHK.

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Every time a photo is shared via the social platforms under #MySparkHK, DBS will donate HK$10 to non-profit charity Make-A-Wish Hong Kong.

The initiative has been launched with a TV commercial spanning TVB Jade, iNews, TVB Pearl and now TV.

On the online front, a number of KOLs are involved in a campaign promotional video, including Stephy Tang (鄧麗欣), Daisy Wong (王迪詩) and Joey Leung (梁祖堯).


The scope of the digital ads includes online, mobile and search engine marketing on Yahoo, Oriental Daily, on.cc apps, ETNet, AAStocks, HKEJ and LinkedIn.

TVC creative: IPG
Media agency: OMD
Online creative: FevaWorks Solutions
Media agency: MEC
Event, PR, social media: MUSE