Write a short summary of what happens in the ambient or digital execution or campaign.

To promote the message of ‘Hong Kong = diverse and vibrant art scene’ and help people see the breadth of art that’s available in the city, the first-ever Arts Train was introduced – a mobile, living art gallery on a MTR train, bringing cultural experience to the public in Hong Kong. MTR is the main mode of transportation for locals and visitors in Hong Kong, and was the best channel to literally making Hong Kong’s diverse art accessible. Travelling through the cabins, passengers can be transported through five themed zones inspired by local street art, traditional Chinese art and classical western art. Passengers could also see art coming alive on the train with Augmented Reality and the face-swap function on their mobile devices to experience the art impact, appealed to a growing numbers of art lovers and cool hunters.

Cultural/Context information for the jury

Hong Kong has always been known as a financial hub and for its shopping and dining experiences. As travel become more affordable, competition among Asian destinations has also become fiercer. There is a need to evolve the city’s positioning as a travel destination. With the city’s diverse and rich cultural assets from theater, music, art and movie, the government had allocated substantial funding to support art tourism, seizing the opportunity for Hong Kong to own the differentiated art destination space. Hong Kong Arts Month, an annual program that promotes an array of art events in town, was key to be leveraged to engage with public and to advocate Hong Kong’s diverse art scene, and strengthen the association between ‘Hong Kong’ and ‘Art’. And ultimately, to disrupt existing perception of Hong Kong and bring forth the art culture that Hong Kong has to offer.