Apr 15, 2010

MTR | Connecting You to Your Future Destinations | Hong Kong

Local transport operator MTR has released a second branding campaign themed 'Connecting you to your future destinations', developed by Ogilvy & Mather Hong Kong.

This is a continuation of the ‘Caring for life’s journeys’ project that Ogilvy developed in April last year. The television commercial launches Today, accompanied by a Facebook application. Until 12 May, people can use their own photos to replace the main characters in the commercial via MTR's Facebook page.

MTR emphasises the unconditional love and dedication of mothers in the ad. The spot features two adorable twins and documents the busy schedule of children these days. Like every mother in Hong Kong, they reach beyond the norm to provide the best learning experiences such as cooking, dancing, swimming. The girls look exactly alike, but they possess different personalities and interests.

The campaign message implies that there could be more opportunities when given more convenience and choices in life. This marks MTR’s current subway route expansion.

“Our company’s new TVC uses an emotional approach to deliver the message that our company always plans ahead for the future needs of our passengers,” said Jacqueline Tong, head of branding at MTR..

Translated synopsis:
Girl: Mom said we can be very much the same, but very different at the same time. So we need to learn more things, and find out what we are good at doing.
Mom: Faster, faster, use your legs.
Girl: Mom said creating more paths will give us more opportunities.
Girl: We are best at gymnastics. We’ll take the super-express train to compete in Shanghai. [To her sister] Who’s going to win?
Another girl: Well, you ARE me.
Writing in the closing screen: The story of the girls in 2016
Voice over: Everyone wants their future to reach further and wider. So we (MTR) are committed with all our hearts to connecting the future with every journey.

MTR Branding 2010
MTR Branding campaign 2010
Project Connecting you to your future destinations
Client MTR
Creative agency Ogilvy & Mather, Hong Kong
Executive creative director Sandy Chan
Copywriter Buji Ng
Art director Eugene Tsoh
Account servicing Gladys Wong, Chowpo Kong, Olivia Luk, Cherry Fung
Planning Terence Ling
TVC director Maisy Choi
Media agency OMD
Production company Such Films Ltd
Social media partner CMRS Digital Solutions Limited
Exposure Telelvision, print, outdoor, online

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