MTR | Circle of Life | Hong Kong

The microsite Ho5ar.com, which is pronounced the same as the colloquial Cantonese for “very fast”, includes a series animated instructional videos on the latest rail line, links on where to eat near the area, gadget downloads and games to win for Nokia handsets.

The campaign promotes how commuters can get more out of life with the extended MTR rail line. Jackie Yeung, manager of promotion at MTR, also stresses on the importance of “taking care of the younger population in New Terroritories” suburb of Hong Kong.

Partner and creative director Christine Pong mentions that while offering sufficient information for passengers riding the MTR, the team tries to inject “little touches of humour” to the tactical aspects of how the new railway arrangements really affect everyday life. The circles that are rolling around in the television commercial dramatise on how people can now have time for more colors and excitement in their lives.

One of the key challenges for creative agency Twohundred is to illustrate the boring factual side to the MTR in a young and relevant format. Besides creating a buzz online, outdoor displays and television commercial will be launched this Thursday.

MTR has been aggressively expanding its services and repositioning its corporate image in Hong Kong this year.











Credits:
Project Circle of Life
Client MTR Corporation
Creative agency Twohundred Limited, Hong Kong
Partner & creative directors Christine Pong, Derek Wong
Art directors Anthia Lee, Yin Lau
Copywriter Derek Wong, Curry Mak
Account management Lammy Yeung
Agency producer Yan Tsang
TVC director Susie Au, Handmade Films
Short video director Za Kwok, FLYANDCOMPANY
Microsite production company Fingers10
Exposure Television, outdoor, online