The Hong Kong public and even frequent visitors to the city are invited to participate and pitch in to design their own coach body together with a word encouragement to MTR.
The 16 most-liked designs will be turned into a real train on the MTR network later this year.
Christine Pong, partner of Two Hundred, said that the objective of the campaign is to encourage creativity and arouse freedom of expression, and spread positive energy and better bonding and connection in the community and amongst friends via social media.
The dedicated site was launched on 7 February. Over 950 designs were submitted in the first 30 hours with over 6,000 votes.
Pong believes it's likely to achieve 10,000 submissions once everyone returns from the CNY holiday.
The campaign will run from 7 Feburary to 6 March, supported by newspaper and magazine print ads, online banner ads, social media and MTR in-station collaterals.
Credits:
Project ''DIY train car design contest'
Client MTR
Agency Twohundred Limited
Strategy and creative directors Christine Pong and Derek Wong
Project manager Curry Mak
Art directors/ designers Kan Wing Ho, Yin Lau, Elizabeth Kwok
Account executive Apple Lam
Digital Production Fingers 10
Video Production Fly & Company
Exposure Online, print, MTR
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