As grown-ups, our curiosity is sometimes hindered by our life experience, and adventures discouraged by distrust. Collaborating with Hong Kong-based advertising and creative agency Secret Tour Hong Kong, HK Express wants to recall the ingenuous explorer that lives inside every one of us with its new campaign.
To celebrate their 3rd anniversary, HK Express launched the campaign with the initiative emerged from a simple travel ideology of "travel like a three-year-old".
In the video, the main character is slowly getting influenced by the three-year old kid that lives inside him. As he travels through life increasingly care-free, he starts to appreciate everything that the world has to offer. Mr. Pung-Leung Kwan, renowned videographer of movie “2046” by Wong Kar Wai, served as director of photography. The video was translated into four languages, including English (above) and Cantonese.
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As the brand achieves resonance with the message, the video has generated 38k and 23k views on Facebook and Youtube, respectively.
The campaign has also introduced an online musical chairs game to get customers engaged. The game site will play music all day, and once it is paused, players can click on the seats of the aircraft cabin to win free flight tickets.
Client: HK Express
Agency: Secret Tour Hong Kong
Creative Director: Jennifer Yip, Stephen Chung
Associate Creative Director: ArRa Tang
Associate Account Director: Sammi Chan
Senior Copywriter: Jay Ng
Copywriter: Sze Ling Ling
Associate Art Director: Monn Mak
Account Executive: Wengi Wong
Director: Anthony Fu @ Offlohi
Producer: Ricko Chow @ Offlohi
DOP: Kwan Pung Leung