BrandHK | Faces of Hong Kong | Hong Kong

BrandHK was set up to reflect Hong Kong’s status as ‘Asia’s world city’.

Branding firm Alan Chan Design Co has renewed the logo of BrandHK to a more ‘contemporary’ design, but has preserved the traditional dragon icon. The blue and green ribbons are meant to symobolise the blue sky and the sustainable environment. The shape of the natural landmark Lion Rock is embedded into the red ribbon to represent the ‘can-do’ spirit of Hong Kong. The overall design showcases the versatility and diversity of the Hong Kong culture.

The ad campaign was a joint project between BBDO and digital creative agency DesignerCity in Hong Kong. The project called upon local citizens, as well as major celebrities like actor Chow Yun Fat and pianist Li Yundi. The full TVC is accessible through the BrandHK website.

A separate online campaign called ‘Faces of Hong Kong’ is holding a photo contest until 31 May. Visitors to the site can upload a photo and provide a short story behind it to gain a chance to win digital cameras, book vouchers and BrandHK souvenirs. The photographs will collectively form a mosaic of Hong Kong on the website.

The updated BrandHK is attending the Shanghai World Expo in May to spread the spirit to a global audience.




Credits:
Project Brand Hong Kong: Faces of Hong Kong
Client Information Services Department, The Government of HKSAR
Creative agency BBDO, Hong Kong
Managing director Rick Doerr
Executive creative director John So
Art director Debby Chan
Copywriter Marc Lo
Account servicing Paul Ng, Regina Leung
Agency producer Catalina Fok
Production company Cow Films
Exposure Television, print, online
Official website:
Creative agency DesignerCity, Hong Kong
Executive creative director Steven Lau
Creative director Everett Rodriguez
Art director Stephanie Pak
Exposure Print, online, outdoor