Deposit Protection Board TVC urges Hong Kong to 'have a bun'—and faith in the banking system

Independent creative agency Twohundred has crafted the new campaign for the Deposit Protection Board, which it acquired as a new client in May.

The DPB is an independent statutory body charged with maintaining a deposit protection scheme (DPS) in Hong Kong. 

The campaign broke yesterday with the objective of educating the Hong Kong public about the protection coverage, which spans accounts in Hong Kong dollars, Reminbi and foreign currencies, and to further enhance confidence toward the Hong Kong banking system.

The agency consciously tried not to make the campaign resemble normal governmental commercials, which are often quite straightforward and informational, and frankly a bit dull. "Since this message is for the mass public and close to our heart, we want to make it interesting and entertaining," said Christine Pong, partner of Twohundred.

The background song in the TVC is a Mandarin oldie by well-known Hong Kong singer Paula Tsui’s (徐小鳳), concerning ‘breads’. Pong said the creative idea rides on wordplay:  'Bun' (包 ) also sounds like the Cantonese for ‘being covered’, while In English, ‘bread’ is a slang synonym for money.

Visually, the TVC uses comic visuals of different types of buns representing various currencies: a pineapple bun for the Hong Kong dollar, a hamburger for the US dollar and a red-bean bun for the Japanese Yen.

The familiar song helps to create empathy amongst the public, as well increasing interest and awareness. 

With OMD as the media agency, the campaign will spread the message through TV, radio, online, print, and MTR and bus body ads.

Twohundred has created a number of past campaigns that allude to the "collective memories" of Hong Kong people, including its campaign for Tao Heung Restaurants Group.

CREDITS

Creative Agency Twohundred
Strategy, concept and copywriting Christine Pong, Derek Wong
Working team Eunice Lam ( SAD), Curry Mak (SCCW), Apple Lam ( Business executive)
Production House Bowie Yiu @ COT
Music House Hap Chek
Media Agency OMD
Exposure TV, radio, online, print, MTR and bus body.