Hong Kong Tourism Board highlights the nuances of local districts and the stories of locals in its latest campaign.
The campaign titled “Treasures of the heart”, by Grey Group Hong Kong, consists of several short stories directed by film director Chan Chi Fat who joined forces with scriptwriter Chong Mui Ngam.
The first spot, titled 'The Button', features a local fashion designer searching every corner of Sham Shui Po looking for a button for her client who wants to redo her grandmother's coat.
To help travelers decode Sham Shui Po’s eclectic mix of experiences, the Hong Kong Tourism Board has also created QR Codes made with actual pieces and treasures found in the neighbourhood. People can scan and be guided to different hotspots with audio and video guides narrated by locals, as well as a Google Maps navigation experience.
The microfilms are placed on HKTB's social media platforms (such as Facebook and YouTube), the (ATL) above the line ads are placed in outdoor areas in Hong Kong (MTR, Sham Shui Po outdoor banners, street sign hijacks, lamp posts).
The campaign's microfilms will continue to launch one by one per week and will be shown online for the next one year.
Hong Kong Tourism Board previously encouraged locals to share their perspective of the city in new local project.
