Client : Expedia Hong Kong
Creative Agency : Publicis Hong Kong
Role : Senior Art Director
Launched : 2019
Expedia OOH Campaign
1 in 4 Hong Kong workers suffer symptoms of depression and anxiety, especially after the social movements in 2019, that led to a major mental health burden among the city's residents. When travel seems one of the best resort for people to escape from high pressure reality, it is where Expedia can come in place to remind Hongkongers: It is okay to take a break.
We studied from Hong Kong the most popular forum website "LIHKG", and created a set of 15 OOH to touch the Hongkongers innermost feeling.
"Work overtime = Low efficiency; Finished work on time = You must be free"
"Boss yesterday: Plan B is good! ; Boss Today: Plan B is so wrong!"
"The farthest distance in the world... is the distance between Monday to Friday."
"When WORK = LIFE, then your salary will be balanced"
"The future may seems foggy, but you always have friends to hang in there with you."
~ when you are fed up with life, there's always a way to cheer up. Expedia. ~
Over two hundred outdoor displays are made and spread across the city,
"Work overtime = Low efficiency; Finished work on time = You must be free". ~ when you are fed up with life, there's always a way to cheer up. Expedia. ~
"Mom : Will you back home for tonight's dinner? (16:25) Yes! (19:31) I might late for a bit. (22:07) Just leave me any dinner leftover..." ~ when you are fed up with life, there's always a way to cheer up. Expedia. ~
"Jobs are always there for you; Your salary gone as soon as they see you." ~ when you are fed up with life, there's always a way to cheer up. Expedia. ~
"Boss yesterday: Plan B is good! ; Boss Today: Plan B is so wrong!" ~ when you are fed up with life, there's always a way to cheer up. Expedia. ~
"It's okay to take a break without breaking down our beliefs!" ~ when you are fed up with life, there's always a way to cheer up. Expedia. ~
"Why does it always rain on... my holiday?" ~ when you are fed up with life, there's always a way to cheer up. Expedia. ~
"When WORK = LIFE, then your salary will be balanced" ~ when you are fed up with life, there's always a way to cheer up. Expedia. ~
"With great power comes great work responsibility” ~ when you are fed up with life, there's always a way to cheer up. Expedia. ~
"I ordered Iced OT every lunch time, in hope of no more OT every night" ~ when you are fed up with life, there's always a way to cheer up. Expedia. ~ (Iced OT is Iced lemon tea in Hong Kong, its pronunciation is similar to "Don't OT")