Standard Chartered launches animated TVC for upcoming HK Marathon

The 15th Standard Chartered Hong Kong Marathon is scheduled on 20 February, its TWBA-created ad campaign, which is now running on terrestrial TV, print, OOH and digital, encourage those who have joined to share the spirits.

In the TVC, a runner is running on a course which cleverly turns out to be the lines of a palm. It rains en route and the runner falls down with fatigue, encouraged by the voice over, "We are all marathon runners, we run towards our goals in life, to pursue what we believe in. The life challenges make us stronger. Join the race and share the spirit."

Commenting on the campaign, Esther Wong, group creative director at TBWA Tequila Hong Kong, said, "The unique illustrations were done by a local artist and are reminiscent of Hong Kong. Our illustrator Ross Sit is an embodiment of 'running for your beliefs' as he has embraced his own beliefs by quitting his job to pursue his dream of becoming an illustrator."

At the heart of the digital work is a Facebook fan page where visitors can create a personalised profile picture to either become the main character in the Marathon TV ad or join the 'Belief journey', which allows users to take part in an endless journey of digital footprints by submitting their personal belief.

In December, the bank called a competition encouraging photography fans to capture moments of determination and perseverance in their daily lives.

"Standard Chartered Hong Kong Marathon is an event for not only runners but also all Hong Kong citizens," said Benjamin Hung, executive director and CEO of Standard Chartered Bank Hong Kong.

Credits:

Project Standard Chartered HK Marathon 2011
Client Standard Chartered Bank (Hong Kong) Limited
Creative agency TBWA\HK
ECD Mark Ringer
Group creative director Esther Wong
Art director Ken Hui
Copywriter Mike Wu
Illustrator Ross Sit
Production company Fatface (for Animation part)
Managing director Joanne Lao
Client services director Florence Kong
Senior account director Cindy Lam
Account manager / account executive Winnie Yuen, Daniel Law
Media agency PHD
Media team Cedric Lam, Kat Chan
Social media creative Betty Ho
Digital producer Charles Ko
Exposure TV, print, OOH, digital