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In tough times, Secret Tour asks Hongkongers for answers

In tough times, Secret Tour asks Hongkongers for answers

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Hongkongers have endured a series of events and social movements over the past year. To coincide with this, Secret Tour has launched an outdoor campaign throughout bus shelters in Kowloon and the New Territories, offering Hongkongers a question with the answer based on the clues in an ad. 

The agency has created a question, an answer, and a clue, separated into eight pieces. In each bus shelter panel, audiences will see the question, part of the answer and an Instagram account which leads to the creative rationale of the work.

The ad consists of three elements. First, there are eight pieces of creations, and all start with a question in Chinese: “What makes Hongkongers persist?” (是甚麼理由,讓香港人繼續走下去).

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Second, the Chinese characters in this ad are unevenly placed in bus shelter panels, and each panel carries only one to two Chinese characters, or even half of a character, which will hopefully leave audiences intrigued and looking to find the answer. 

As every bus shelter contains only one piece of the entire ad, audiences won’t be able to understand the meaning, but Secret Tour has offered a clue, which is also the last element of the ad – its Instagram account, where audiences can find out the entire ad and its meaning.

By combining all the pieces, audiences will know the answer – “Because there are still people looking for answers with you”. (因為還有人,和你一起尋找答案。)

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On a closer look, all characters are composed of the word “people” in Chinese (人), echoing the answer that Secret Tour hopes Hongkongers to know. 

Sammi Chan, business partner of Secret Tour, told Marketing about the creative ideas behind the ad.

“One day, when we were brainstorming what we could do as an advertising agency, an idea popped up. We decided to create a bus shelter campaign in Hong Kong, and what we hope to ‘sell’ is a reason for Hongkongers to stay,” she said.

secret billboard ig 10 cropped

The ad has been launched until 18 June across 150 bus shelters in Kowloon and the New Territories. 

“The execution we have chosen is an exact example of ‘people searching for answers together’. By collecting and combining different parts of the answers, you will discover it yourselves. No one knows what will happen when the future is uncertain, but with the wisdom and unity of the crowd, we will find our way, sooner or later,” Chan added. 


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