Hang Seng Bank has rolled out a new campaign to support its new “MPOWER CARD” credit card which is specifically designed for the young generation. The campaign’s first TVC will air tonight.
Developed by DDB Group Hong Kong, the new campaign is inspired by a Hong Kong generation that appreciates creative expression, personal identity, and popular culture.
The TVC reflects the culture and vibe of the city by featuring vibrant young adults living a good life — expressing their individuality through what they create and what they consume. It aims to show that the new credit card provides a platform to recognise and acknowledge the individuality and personal expression of the youth.
Almon Lam, executive creative director, DDB Group Hong Kong, said, “We are sick of people speaking ‘at’ us. The younger generation, now earning enough money to have their own purchasing power, wants to be understood. The ‘MPOWER CARD’ was designed to understand, engage and connect with the younger generation. Hang Seng ‘MPOWER’ represents the empowerment of this generation – who they are and more importantly who they will become.”
Agency DDB Group Hong Kong
Managing director & chief creative officer Keith Ho
Managing director Irene Tsui
Executive creative director Almon Lam
Planning director Adrian Ts’o
Creative team Christine Lai, Kuchi Ku, Chris Cheuk, Quinn Chan
Account management team Kervin Cheng, Derek Lo, Joyce Chan, Keely Li
TV production Annie Tong, Chau Kam Chuen
Studio B Ng, John Chan, Linus Liu
TV director CowFilmsLtd. – David Cow
Client Hang Seng Bank
Media agency Wavemaker