‘A Hong Kong Minute’ is a proposed 360° campaign to attract tourists through user-generated content similar to Instagram. It is our proposal to the original brief from HKTB, which is to adapt their new visual assets to a series of digital banner placements.

This campaign aims to showcase Hong Kong’s vibrancy through photographs, which are submitted by Hong Kong residents and tourists alike. The idea is to collect interesting images from every single minute in a day, which are tagged to provide information about the various offerings in Hong Kong to potential visitors. 

The focus of this campaign is the microsite, where tourists can learn about Hong Kong from any selected minute. Key drivers to the microsite would be out-of-home placements such as public clocks and digital billboards, influencers’ endorsements through print and social media placements, and on-ground collaborations where HKTB would work with retailers to provide special offers at a designated time.

Project involvement:
Conceptualisation + Art direction + Design development

Completed at The Secret Little Agency.