Matthew Miller
Jul 10, 2014

Have a cow, man: Latest HK tourism ads take new approach

HONG KONG - Michelin-star chef Alvin Leung takes the viewer on a beef-crazed culinary quest to consume an entire cow in a new ad by DDB Group Hong Kong. The spot is part of a series representing a shift in direction for the Hong Kong Tourism Board.

The 'My time for...' campaign aims to drive social sharing and send traffic to the client's website, Each features a well-known opinion leader giving the viewer a local's take on what the city has to offer.

The client and agency decided to use local experts because today’s free and independent travellers are looking for authentic experiences and genuine stories to regale friends and family, according to the agency.

In addition to Leung's meaty itinerary, the series includes ‘My time for renewal’ with designer and style blogger J.J. Acuna, ‘My time for urban escapes’ with Savvy Guide host and model Jason Godfrey and ‘My Time for Summer Fun’, which follows 1,600 pandas on a tour of family-friendly spots. 

The videos are running on both digital and TV channels including Life Inspired TV and Discovery Channels, plus online platforms such as Yahoo, YouTube, Facebook and other social-media channels.


Director, Marketing – Tina Chao              
Senior Manager, Brand Marketing – Michelle Tan
Manager, Brand Marketing – Melody Tong
Senior Executive, Brand Marketing – Emily Wong
Executive, Brand Marketing – Queenie Cheng
Executive, Brand Marketing – Randoll Leung

Creative Agency:
DDB Group Hong Kong 
President and CEO – Simone Tam
Executive Creative Director - Jeffry Gamble
Creative Director – Leung Chung, Vincent Tse
Senior Art Director – Vinza Chu
Copywriter – Joe Ting, Neil McCollum
Assistant Art Director – Carmen Wong, Ka Ho Chan, Kiki Wong
Digital Designer – Joe Wan
UX Developer – Dickson Chan
Associate Project Director – Bryan Fong

Associate Planning Director – Andreas Krasser

Business Director – Adrian Li
Account Director – Yan Kwan
Senior Account Executive – Pipi Yuen

Production Company:
Life Inspired
General Manager – Anne Chan
Head of Content – Janice cheng
Head of Creative – Keith Su
Producer – Dinesh Michan
Associate producer – Deborah Choo
Art Director – Adrian Ang

Related Articles

Just Published

16 hours ago

How to prepare for hybrid commerce: Chinese ...

As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.

16 hours ago

Data shows brands don’t need social media accounts ...

Data from a Jing Daily report shows that luxury brands no longer rely on their own social media accounts in China with more engagement relying on KOLs.

16 hours ago

Apple debuts 2022 Chinese New Year film (clear some ...

The company's offering for this year is a 23-minute epic—shot on iPhones—about the making of an epic film within the film, also shot on iPhones.

17 hours ago

How women’s health brands communicate on social ...

Female founders of women’s health brands say censorship makes it challenging to properly address women’s concerns.