Ad Nut
Aug 27, 2018

HKTB crowdsources postcard photography in Instagram campaign

Winning photos in contest will be made into postcards and used in future international campaigns.

The winning photos in a contest launched by the Hong Kong Tourism Board (HKTB) and Grey Group Hong Kong will be printed as actual postcards and used in future international campaigns. 

From now through 30 September, shutterbugs are invited to post their photos of authentic Hong Kong experiences to Instagram with the hashtags #reframinghk and #DiscoverHongKong (or post them to the 'Reframing Hong Kong' site). The HKTB and filmmaker Andrew Lau, who appears in the introductory film above, will shortlist 50 submissions, and public voting will take place before the 10 winning photos are announced in December.

It's appropriate, but also a bit ironic, that the contest explicitly contrasts clichéd postcard images against a more authentic view of Hong Kong. The contest is one of several HKTB efforts in recent years (examples below) to portray a more diverse view of Hong after the HKTB spent many years offering nothing much beyond, well, a clichéd, postcard version of the great city. It's a welcome change.

See also:


Tina Chao: Manager, Marketing
Hilda Chan: Senior Manager, Brand Marketing
Janice Fung: Manager, Brand Marketing
Veronica Chiu: Executive, Brand Marketing

Grey Group Hong Kong
Sarah Trombetta: Chief Executive Officer
Michael Knox: Chief Creative Officer
Christopher Lee: Group Creative Director
Jackie Wong: Associate Creative Director
Ella Wong: Art Director
Joanna Go: Business Partner
Bonnie Chan: Senior Account Director
Leo Yuen: Account Manager
Iris Wong: Account Executive

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.