Aiming to remind the public that the positive Hong Kong spirit is alive and kicking, the campaign launches today and will run for three weeks.
Miranda Shing, creative partner with The Right Side said the agency got this new account in late April through its sister digital agency The Bread Digital, which is doing two online documentaries for the client. Sony was a client of Shing’s when she previously worked for Leo Burnett.
Shing pointed out that Hong Kong society is often full of negativity. “People are losing confidence and think the 'Never give up' Hong Kong Spirit no longer exists," she said. "But when you look closer, the spirit is still alive and it’s always here—it’s a matter of how you see things."
The TVC features local photographer Lai Yat Nam (賴憶南), a well-known snapshot photographer, who used the Sony camera to capture Hong Kong spirit through several stories. One focuses on a team of teenagers who play Korfball—an eight-person, mixed-gender game that is a mixture of netball and basketball. Still a minority sport in Hong Kong, it is quite popular in Europe.
The Hong Kong team wanted to join an international competition in Barcelona in 2012, but could not find funding from the government. So it raised US$6,500 (HK$50,000) by itself through Facebook, and in the end gained a top-eight position place in that international competition.
For music, the TVC uses pop star Eason Chan’s song "Today" (“今日"), which encourages people to have guts and dare to dream.
Client: SONY Corporation of Hong Kong Limited
Creative agency: The Right Side & The Bread Digital
ECD: Miranda Shing
Creative directors: Tommy Cheung, She Chan
Copywriter: Cloudy Leung
Account servicing: Kennie Chung, Alice Lee, Kenneth Wan, Eddie Ngan
Media: Carat Hong Kong
Director: Alex Fung