BRAND: HKTB
AGENCY: GREY GROUP
Region: Hong Kong
THE CHALLENEGE
Modern day Hong Kong may be best known for its glossy skyscrapers and world-class attractions, but to understand how the city became the bustling metropolis that it is today, visitors need to see Old Town Central; a collective of neighbourhoods with over 100 years of history.
The Hong Kong Tourism Board needed to make sure that tourists were getting the “authentic” experience of Hong Kong’s oldest and recently hippest neighbourhood.
WHAT WE DID
Wanting to encourage more people to visit this dynamic district, we revived the area, now known as ‘Old Town Central’ by introducing people to different thematic routes to explore: Tasting Hong Kong, Crazy for Art, Time Traveler and Treasure Hunt. To facilitate this experience, art-inspired QR codes were displayed at various locations within the district.
Each element of design used to create the exclusive QR codes were inspired by real life experiences such as visiting a temple or drinking traditional Chinese tea. Once scanned, the QR code takes you to a web page from where one can access the information to the four routes and locations. This is where the adventure truly begins.
​
Creative Idea:
A visual language inspired by local experience and locations.
THE WORK
BRAND VIDEO
