AIRPORT EXPRESS, HONG KONG MTR
Travel, Get Set… Go!
Cheil Worldwide
Hong Kong, 2022
Launched
Kickoff a city-wide celebration to fly again!
ABOUT THE CAMPAIGN
Riding on the lifting of a strict COVID-19 in-bound quarantine requirement that had made cross-border travel almost impossible for people living in Hong Kong, we helped Airport Express (the train service connecting the city center and the airport) to launch a 2-phased campaign to echo with the public excitement of flying again!
At the center of our campaign is the debut of K T Chai, a mascot for Airport Express, acting as passengers’ travel buddy to share the joys of traveling.
PHASE I—A mascot that became a unique brand asset
We introduced the new mascot K T Chai with 3 lighthearted social videos that dramatized how people in Hong Kong had been desperate to travel again.
PHASE II—A MV that registered our brand as part of a cultural moment
In early 2022, Hong Kong’s famous singer Leon Lai adapted his song “My Eyes Wanna Travel” (originally published in 1999) to “My Whole Body Wanna Travel” to illustrate how badly people in Hong Kong wanna travel again, becoming an instant hit on internet. To tap into this cultural hit, we adapted his song again to celebrate that everyone’s wish to travel can finally become true now!
LAUNCHED BY
Creative Agency:
Chief Creative Officer: Paul Chan
Executive Creative Director: Lili Jiang
Creative Director: Ivan Au
Senior Copywriter: Nan Yi
Senior Art Director: Yammi Yeung
Senior Art Director: Leko Lui
Production Manager: Denise Chan
Production Company:
Mr. Meal Production Hong Kong