HONG KONG TOURISM BOARD
- Hong Kong has some of Asia’s best nightlife.
- The pandemic had taken its toll on the food and beverage industry.
- Hong Kong Tourism Board asked us to create content to promote Hong Kong’s nightlife.
- We created the Hong Kong Interactive Nightlife Series.
- The content is receiving lots of engagement and Hong Kong bars are filling back up again. A third art series has also been released.
Hong Kong is widely known as one of Asia’s top nightlife destinations. From world-class cocktail bars to bustling clubs and live music venues. The famous Lan Kwai Fong and SoHo districts feature entertainment for everyone. However, Hong Kong’s nightlife has been in crisis. The pandemic caused venues to temporarily close and shut down the industry for months.
We were engaged to promote a part of Hong Kong that was suffering. To shine a spotlight on venues that were potentially on their last breath. We needed a campaign that would invigorate Hong Kong’s nightlife.
Even though restrictions were easing many people were still hesitant to visit the busy bars and lively Lan Kwai Fong and SoHo districts. It was essential to show Hong Kong’s nightlife was back to normal and safe.
SOLUTION: THE NIGHTLIFE SERIES
We created the Hong Kong Interactive Nightlife Series. We worked closely together with many of our favourite bars and venues in Hong Kong to create content that was much more than a promotion.
We crafted in-depth stories about each venue where bar owners and Hong Kong locals were able to share their passion about Hong Kong’s nightlife. In the films, we go beyond as we dive into mixologist’s history and the evolution of Hong Kong’s night entertainment over the years.
SOLUTION: CONNECTED AND PERSONAL
As always, we created a series that was deeply personal. Putting the characters of Hong Kong in the spotlight makes the venues more approachable to the viewer.
All videos were published individually and also part of a special interactive series on YouTube where the audience can click their own journey together.
The video series was pushed out by Hong Kong Tourism Board and ANYDOKO. It was amplified by all the featured nightlife venues. The campaign has received hundreds of thousands of views and a third art and culture series has also been released.