The campaign promotes the opening event of the third Formula E season, to be held on 8-9 October. The race is the first major international motorsport race in Hong Kong in over three decades.
Faced with the challenge of low awareness, TBWA and Formula E created the "We are all drivers" campaign to capture the spirit of the city, via racing.
According to Jan Cho, general manager, TBWA Hong Kong, stories personified by local opinion leaders makes the campaign more than just about racing. "It opens up cultural values embedded in Hong Kong's consciousness," he added.
The campaign also calls for positive changes in Hong Kongers' lifestyle. Driven by the commitment of "energy, environment and entertainment", TBWA and Formula E Hong Kong seek to promote an eco-friendly, electric and sustainable future.
“Our ambition is to build a global brand and signature racing event in Hong Kong while also helping to drive the change to an electric future,” said Alan Fang, CEO of Formula Electric Racing (Hong Kong) Limited.
"It’s [the shift to more eco-friendly ways of mobility] a reality that is not so far away as more electric cars hit the road. We believe the Formula E event also has the opportunity to take the conversation on electric cars to the forefront in Hong Kong," said Cho.
Client: Formula Electric Racing (Hong Kong) Limited
Creative Agency: TBWA\ Hong Kong
General Manager: Jan Cho
Executive Creative Director: Esther Wong
CSO, China: Milo Chao
Senior Strategist: Rochelle Wang
Director of Social: Karen Cheng
Social Content Creator: Jeco Chan
Head of Art: Joseph Wong
Creative Director, Digital: Joe Choi
Creative Director: Michele Salati
Associate Creative Director(s): Mikey Batt, Jason Pan
Copywriter, Chinese: Arnold Au
Art Director, Digital: Edward Law, Debbie Fung
Film Producer: Juno Kam
Senior Video Artist: Harry Yiu
Associate Account Director: Karen Tong
Account Executive(s) / Manager(s): Stephanie Lee, Ashley Lee
Strategist: Natalie Lau
Photographer: Almond Chu
Media Agency: PHD Media
Media Team: Cedric Lam, Kimy Wong, Parco Law