Advertising The Work
Jenny Chan 陳詠欣
Aug 5, 2015

HKTVmall blankets MTR stations with punny humour

HONG KONG - HKTVmall has executed a takeover of trackside advertising in Hong Kong's MTR system, covering more than 3,000 JCDecaux ad locations in 51 stations with brightly coloured ads that present visual puns based on the names of the stations and the online retailer's products.

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The mega MTR campaign is by creative agency Anonymous and media agency The Bread Digital.

It's not only the first-ever buyout of MTR trackside advertising by a single advertiser, but also clever. The campaign uses the names of the train stations to craft puns, based on words that sound similar in Cantonese, for sushi, hairy crabs, honeydew and more. Yum!

The ads at Tsim Sha Tsui station, feature the legendary “Suzi of Tsim Sha Tsui” and the abundance of sushi bars in that bustling district to illustrate a free gift of sashimi airfreight from Tsukiji upon a HK$400 purchase from HKTVmall.

On the Wan Chai station's trackside billboards, a hairy crab is walking sideways through the streets of the Wan Chai district, like a tram.

In the Airport Express Hong Kong Station, the visuals focus on honeydew and its Cantonese pronunciation, which sonically resembles “don't die”. Thus the ads convey the never-say-die spirit of Hong Kongers. 

As for MTR passengers at Wong Tai Sin station, they get to look through “missing chicken” notices before their worship at the Wong Tai Sin Temple.
 
For all 51 pieces of this fine work, have a look at this picture gallery.
 
 
Source:
Campaign Asia

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