The Work
Apr 21, 2009

MTR | Caring for Life's Journeys | Hong Kong

MTR is launching an integrated campaign to promote its "caring value" in Hong Kong.

“Caring for Life’s Journeys” pinpoints tailored services that address the needs of commuters. Tying into the father-and-son bonding time in the train carriage and the busy schedule of a Hong Kong trainee reporter, the television commercials depict the everyday trust and appreciations of local people.






Credits:
Project Caring for Life's Journeys
Client MTR Corporation
Creativea agency Ogilvy & Mather, Hong Kong
Executive creative director Gavin Simpson
Copywriter Buji Ng
Art director Karen Lai
Director Maisy Choi
Media agency OMD
Production house Such Films
Account servicing Gladys Wong, Kate Yung
Planning Terence Ling
Exposures Television, outdoor


Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Omnicom cut 3,000 roles during 2024 ahead of IPG takeover move

1 Omnicom cut 3,000 roles during 2024 ahead of IPG takeover move

Why Tim Hortons went with a hockey theme for its Super Bowl spot

2 Why Tim Hortons went with a hockey theme for its Super Bowl spot

PepsiCo's $200 million investment brings Cheetos back to Indonesia

3 PepsiCo's $200 million investment brings Cheetos back to Indonesia

Dentsu prioritises media in new growth plan following $820 million loss

4 Dentsu prioritises media in new growth plan following $820 million loss

Martin Sorrell on 'lack of strategy' at Omnicom and why WPP should be 'broken up'

5 Martin Sorrell on 'lack of strategy' at Omnicom and why WPP should be 'broken up'

OMG taps Dentsu exec for Malaysia CEO position

6 OMG taps Dentsu exec for Malaysia CEO position

Beloved global creative leader Ari Weiss dies at 46

7 Beloved global creative leader Ari Weiss dies at 46

Top 10 food brands in Southeast Asia

8 Top 10 food brands in Southeast Asia

'Local with full autonomy': Ogilvy global leaders on their mission in China

9 'Local with full autonomy': Ogilvy global leaders on their mission in China

'The holding company model has been broken for a long time': MediaSense CEO

10 'The holding company model has been broken for a long time': MediaSense CEO

Related Articles

O&M rolls out first MTR branding campaign
Apr 21, 2009
Jane Leung

O&M rolls out first MTR branding campaign

MTR | Caring for Life's Journeys | Hong Kong
Apr 21, 2009

MTR | Caring for Life's Journeys | Hong Kong

MTR | Caring for Life's Journeys | Hong Kong
Apr 21, 2009

MTR | Caring for Life's Journeys | Hong Kong

MTR | Connecting You to Your Future Destinations | Hong Kong
Apr 15, 2010

MTR | Connecting You to Your Future Destinations | ...

Just Published

Alibaba pledges 'aggressive' AI investment, reports fastest growth in a year
1 day ago
Staff Reporters

Alibaba pledges 'aggressive' AI investment, reports ...

Revenue jumped 8% as Alibaba's AI-driven strategy paid off. A surge in investor confidence has sent its share price soaring over 60% since the start of the year.

Five by Five Global to deliver AI-powered campaigns in seven hours
1 day ago
Nikita Mishra

Five by Five Global to deliver AI-powered campaigns ...

Can creativity truly be compressed? Former Cheil Australia MD Mark Anderson, now at Five by Five Global, is betting big on AI with a new seven-hour sprint model to find out.

BBDO launches new global vision to focus on bolder creativity & impact
1 day ago
Staff Reporters

BBDO launches new global vision to focus on bolder ...

'Do Big Things' will empower brands to take risks, make noise, and tackle the world's biggest problems with bold solutions, says global CEO Nancy Reyes.

Is Elon Musk’s X winning back advertisers?
1 day ago
Reem Makari

Is Elon Musk’s X winning back advertisers?

Social media platform X is reportedly in talks to raise money at its buying price valuation of $44 billion, despite user and advertiser losses since Elon Musk’s acquisition in 2022.