Ad Nut is all for a bit of shmaltz when it's applied in the right proportions.
The title of this campaign by Grey Group for the Hong Kong Tourism Board, 'Treasures of the Heart', had Ad Nut fearing we might be in for a sickly sweet overload. 'Treasures of the Heart' can be forgiven, however, because in Cantonese it sounds like 'Sham Shui Po', the historical district in Hong Kong's Kowloon (the area's name actually translates to 'Deep Water Pier') that's explored in four new videos by the local film director Chan Chi Fat and scriptwriter Chong Mui Ngam.
Their storytelling prowess adds just enough depth to hook you in emotionally to these four short stories: 'The Button', 'White Sugar Sponge Cake', 'The Chair' and 'The Camera'. Each is shot in a soft light that makes the streets of Sham Shui Po look charmingly nostalgic.
The videos will launch at the same time as a series of QR codes are posted around the district for visitors to scan and open audio and video guides, narrated by locals, to the nearby areas.
'The Chair' is Ad Nut's personal favourite, about a man setting up a repair shop who has to think creatively when an old man brings him a stool he thinks is 'too broken too fix'. Ad Nut always enjoys a good upcycling story.
Grey Hong Kong:
Michael Knox, Chief Creative Officer
Sarah Trombetta, Chief Executive Officer
Christopher Lee, Group Creative Director
Jackie Wong, Associate Creative Director
Amy Cheng, Associate Creative Director
Ella Wong, Art Director
Elsie Lau, Art Director
Alison Ho, Copywriter
Starry Lam, Copywriter
John Lo, Head of Production
Ken Yau, Production Manager
Joanna Go, Business Director
Bonnie Chan, Senior Account Director
Dorothy Chan, Associate Account Director
HKTB Marketing Team:
Tina Chao – General Manager, Marketing
Hilda Chan – Senior Manager, Brand Marketing
Farrida Lui – Manager, Brand Marketing
Queenie Cheng – Assistant Manager, Brand Marketing
Pipi Yuen – Senior Executive, Brand Marketing
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