TBWA and Formula Electric Racing return to Hong Kong with 'create your future' campaign

FE TV.jpgIn the lead-up to the 2017 FIA Formula E HKT Hong Kong EPrix in December, TBWA and Formula Electric Racing Hong Kong Limited have launched an integrated campaign "Create Your Future" that aims to appeal to the forward-looking spirit of Hong Kong people through electric car racing.

"Our insight was that being future-oriented is a quality that Hong Kong people really value at this point in time," said Jan Cho, general manager, TBWA Hong Kong.

"Whether it's a trend of taking crash courses on saving money to buy your first home despite high prices, or the city's start-up culture of people pursuing opportunities away from the traditional career track, the positive drive in Hong Kong is one of people fighting hard to win the future that they desire."

FE1.jpgFE2.jpgFormula E shares similar values and this year's E-Prix will celebrate and encourage this spirit in broader Hong Kong society.

Alan Fang, CEO of Formula Electric Racing Hong Kong Limited, said Formula E aims to deliver a bigger and better urban racetrack spectacle to Hong Kong this year. Last year's event was sold out with over 20,000 fans attending.

This year's event is the first double-header electric motorsport race in the region, with two distinct Championship races held on Saturday and Sunday, 2 and 3 December, doubling the motorsport action. The 2017 event also marks the only E-Prix in Asia this season.

"With a confirmed double-header in front of Hong Kong's iconic skyline and an immersive entertainment experience in the E-Village, this year's supercharged E-Prix is set to electrify the city's sport and entertainment scene," said Fang.

Three grandstands erected along the track's 555-metre main straight at Lung Wo Road, at Tamar Park and at The Hong Kong Observation Wheel will offer unrivalled views of the racing action for an estimated 14,800 seated fans over the race weekend. The capacity has been increased by 7,800 from last year's event, which drew a sold out attendance.

Credits -
General Manager:  Jan Cho
Executive Creative Director: Esther Wong
Head of strategy: Terence Ling
Head of Art: Joseph Wong
Associate Creative Director(s): Mikey Batt, Jason Pan
Senior Copywriter, Chinese: Arnold Au
Art Director: Iris Law
Film Producer: Juno Kam
Account Director: Trina Kwan
Senior Account Manager: Bowie Chan
Film Director: Dicky Wu


michael said:

So, so bad. I hope this was because the client insisted on this approach.

The insight is so off - HK's start up culture? Are you kidding? And HK folk are maybe the least "forward looking" in Asia.

And the execution. How corny. Twists and turns. Getting ahead. Following others. How many other racing/success cliched could you squeeze into this spot.

HK advertising is in such a bad state. I know TBWA barely exists in HK. This kind of ad is probably why.

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