Tramways City Hunt
Hong Kong, 2019
Opdrachtgevers
HK Tramways
Kevin Mak, Jeremy Cheung
Partners
Agenda
Promote authentic local shops to preserve the unique cityscape along the tramline
At the occasion of the 115th anniversary of HK Tramways, the company asked us to transform tramshelters into a pop-up exhibition. Together with two Hong Kong urban instagrammers @kingymak & @rambler15 we put together a two-month audio-visual storytelling experience at 10 tramstops, featuring behind-the-scenes stories of 20 authentic local shops along the tramline. It was a parallel off-line and on-line campaign sharing the personal anecdotes of the shop owners comprising photography (prints on tram shelters) and visual short stories (digital). The campaign then triggered passengers to visit the local shops and cafés, where the storytelling continued and visitors were encouraged to submit their own photos to win prizes.
The campaign attracted more than 3,000 photo submissions and was effective in showing commitment to Hong Kong’s grassroots community as well as positioning the brand as an authentic Hong Kong brand.
“Since 1904, trams have been enfolding every life with warmness. Stepping into 115th year of service we want to showcase the beauty along the tracks.”
- Cyril Aubin, Managing Director HK Tramways
