The mega MTR campaign is by creative agency Anonymous and media agency The Bread Digital.
It's not only the first-ever buyout of MTR trackside advertising by a single advertiser, but also clever. The campaign uses the names of the train stations to craft puns, based on words that sound similar in Cantonese, for sushi, hairy crabs, honeydew and more. Yum!
The ads at Tsim Sha Tsui station, feature the legendary “Suzi of Tsim Sha Tsui” and the abundance of sushi bars in that bustling district to illustrate a free gift of sashimi airfreight from Tsukiji upon a HK$400 purchase from HKTVmall.
On the Wan Chai station's trackside billboards, a hairy crab is walking sideways through the streets of the Wan Chai district, like a tram.
In the Airport Express Hong Kong Station, the visuals focus on honeydew and its Cantonese pronunciation, which sonically resembles “don't die”. Thus the ads convey the never-say-die spirit of Hong Kongers.