The Work: Bank of East Asia | Extending your reach | Hong Kong 1 (updated)

The creative is developed by local brand and marketing consultancy The Tank in partnership with media agency MediaCom. The two commercials ‘Bedtime story’ and ‘Mother’s soup’ connects people even though they are worlds apart.

‘Bedtime story’ features a dedicated father connecting with his child during his time away at work. He calls his family every night to tell a story. ‘Mother’s soup’ explores the common practice of post 80s adults relocating to mainland China for work. The commercal features a mother hiding packets of dried vegetables in her daughter’s suitcase so she can remember the taste of ‘home’ while she is away.

The campaign will run for two months and ties into BEA’s extensive outlets in Hong Kong and mainland China, promising convenience and consistent service while implying that people can feel at home anywhere they go.

BEA also set up a ‘Mobile kitchen’ in the campaign launch week giving away free soup at high traffic areas including Central, Causeway Bay and Mongkok during lunch hours in Hong Kong.

“BEA has grown together with Hong Kong for over 90 years,” said Adrian MK Li, deputy chief executive at BEA. The ‘Extending your reach’ campaign accurately reflects our new strategic direction and our commitment to helping people realise their dreams.”

Credits:
Project Extending your reach
Client Bank of East Asia
Creative agency The Tank Limited
Media agency MediaCom
Associate director Kelly Chan
Supervisor Kimy Wong
Buying manager Stephanie Chow
Senior buyer Rocica Lai
Media Executive Mandy Poon
Production company Another Factory Limited
Exposure Television, print, outdoor, online