Chinese New Year is fast approaching and the Hong Kong Tourism has released a campaign spot via Grey Group Hong Kong which follows the story of a brother and sister duo determined to collect as much fortune as they can in preparation for Chinese New Year and Hong Kong’s International Chinese New Year Night Parade.
Directed by The Sweet Shop’s Andrew Lang, the 90-second film takes viewers a journey of discovery visiting many of the must-see locations at this festive time of the year.
“Moving away from product towards experience-focused communications, this film tells a bigger story of how Hong Kong celebrates Chinese New Year with local traditions everywhere and our night parade,” said Tina Chao, General Manager Marketing at Hong Kong Tourism Board.
Andrew Lang, Director at The Sweet Shop added, “It was such a thrill to receive this script. I was born in Hong Kong and lived the first eight years of my life there, so it has a special place in my heart. Through the two kids in our film, we wanted to capture the sense of excitement and anticipation you feel if you are in Hong Kong as Chinese New Year approaches. It really is a celebration like no other!”
Credits –
Sarah Trombetta, Chief Executive Officer
Michael Knox, Chief Creative Officer
Almon Lam, Executive Creative Director
Jason Cornelius, Creative Director
Jackie Wong, Associate Creative Director
Ella Wong, Art Director
John Lo, Head of TV Production
Noc Choi, Senior Strategic Planner
Joanna Go, Business Partner
Bonnie Chan, Senior Account Director
Dorothy Chan, Senior Account Manager
Grey Group AMEA: Huma Qureshi Regional Director PR & Corporate Communications
The Sweet Shop
Director: Andrew Lang
Executive Producer: Laura Geagea
Producer: Ivy Low
DOP: Rain Li
Line Producers: Areta Mak & Pat Liu
HKTB Marketing Team
Tina Chao – General Manager, Marketing
Hilda Chan – Senior Manager, Brand Marketing
Charmaine Wu – Manager, Brand Marketing
Vienn Chow – Assistant Manager, Brand Marketing
Annie Ng – Senior Executive, Brand Marketing
