Title | SKYLINES |
Brand | HONG KONG AIRLINES |
Product / Service | DIRECT FLIGHTS |
Category | G06. Photography / Curation of Images |
Entrant | TBWA\HONG KONG, HONG KONG |
Idea Creation | TBWA\HONG KONG, HONG KONG |
Media Placement | MINDSHARE Hong Kong, HONG KONG |
Name | Company | Position |
---|---|---|
NILS ANDERSSON | TBWA ASIA PACIFIC | ASIA CREATIVE PRESIDENT |
ESTHER WONG | TBWA Hong Kong | EXECUTIVE CREATIVE DIRECTOR |
JOSEPH WONG | TBWA Hong Kong | HEAD OF ART |
JASON PAN | TBWA Hong Kong | ASSOCIATE CREATIVE DIRECTOR |
MIKEY BATT | TBWA Hong Kong | COPYWRITER |
IRIS LAW | TBWA Hong Kong | ART DIRECTOR |
ARNOLD AU | TBWA Hong Kong | COPYWRITER |
ILLUSION BANGKOK | ILLUSION | PHOTOGRAPHER |
ILLUSION BANGKOK | ILLUSION | ILLUSTRATOR |
ILLUSION BANGKOK | ILLUSION | POST PRODUCTION |
JAN CHO | TBWA Hong Kong | GENERAL MANAGER |
JAN LEE | TBWA Hong Kong | GROUP ACCOUNT DIRECTOR |
CHRISTY WONG | TBWA Hong Kong | SENIOR ACCOUNT EXECUTIVE |
SZE LAM | TBWA Hong Kong | SENIOR ACCOUNT EXECUTIVE |
"To highlight Hong Kong Airlines’ direct routes to key markets, we created a direct visual connection between Hong Kong and the featured destinations. The campaign used the clear negative space of the sky above the crowded, intense streetscapes of everyday Hong Kong to create silhouettes of the Tokyo Sky Tree, Taipei 101 and the Shanghai World Financial Center."
"We compiled thousands of photographs to create three hyperreal images of everyday Hong Kong. Using the" "negative space between the busy, vibrant, skylines of Hong Kong, we created the iconic buildings of our featured destinations. A solitary plane reinforces Hong Kong Airlines role in transporting people between these destinations." "By balancing the chaos of the city with the serenity of the sky, we highlighted the simplicity of moving between one" "destination and the other."
"As this campaign recently launched, there is not yet data to indicate the effectiveness."
"Hong Kong Airlines needed to remind its target audience of Hong Kong business and leisure travellers that if offers" "daily direct flights to three key destinations: Taipei, Tokyo and Shanghai. In addition to communicating destinations" "and schedules, they wanted highlight to see how ease and convenience of its services."