This time around, the campaign takes more of a "big picture approach, according to David Wong, head of creative at PMP Advertising, which has been developing the Basic Law campaigns since last year.
"Last year, the concept was to associate the Basic Law with daily life and creating interest to the general public. This year, it's a bit more macro to show how one-country, two-systems helps to grow Hong Kong's identity on the world stage, Wong said.
This resulted in two executions: 'Sports', which explains why the city can compete in international sporting events as an independent entity; and 'Jam session', underlining the freedom of artistic and cultural expression in Hong Kong. Last year's advertising focused on how the Basic Law impacted people's lives - couples did not have to follow China's one-child policy and that privacy laws are being vigorously applied in Hong Kong. The Basic Law ad followed the rollout of another Government campaign for the Transport Bureau to create a community feel for the railway.
