AGENCY WORK · 01
HK Express Campaign
A travel campaign that used the visual language of film posters to rebuild curiosity during COVID-19.
01
THE CAMPAIGN BRIEF
Context
Promote Kumamoto as a travel destination during a period when film had become a dominant source of entertainment.
- → Travel demand constrained by COVID-19
- → A destination story needed fresh cultural relevance
02
THE HOOK
Creative Idea
Film-poster language turned destination content into scenes audiences wanted to discover.
- → Poster-led visual concept
- → Curiosity before information
- → Bilingual campaign voice
03
THE WORK
Execution
The idea was adapted into social formats, destination copy, and narrative sequences.
- → Hero poster
- → Social posts
- → Traditional Chinese and English copy
- → Storyboard thinking
03AFEATURED EXECUTIONDrop main campaign visual, TVC or hero execution
03BEXECUTION 02Drop image or video
03CEXECUTION 03Drop image or detail crop
03DEXECUTION 04Drop image or supporting format
04
CREATIVE FOUNDATION
What It Shows
Campaign thinking that connects cultural observation, copy, and visual direction.
- → Editorial judgment
- → Bilingual nuance
- → Concept-to-format adaptation