The Hong Kong Science and Technology Parks Corporation (HKSTPC) has introduced a new print advertising campaign aimed at raising awareness for the corporation’s role in innovation and technological advancement in Hong Kong.
The campaign, created by TBWA\Hong Kong, is part of an ongoing integrated marketing effort to promote HKSTPC and raise awareness for science and technology in Hong Kong. It consists of two ad versions, targeting businesses in the technology sector as well as the general public.
Both ads in this campaign demonstrate the role of HKSTPC using a very human angle. In particular, the public ad features a small child building a lego model of the Park’s distinctive ‘Golden Egg’, symbolizing the role of technology in shaping the lives of future generations.
“Our goal is to educate and cultivate interest in science and technology in Hong Kong. What the general public may not realize is the strong role HKSTPC plays in pushing innovation and technological advancement in the city and contributing to the wider Science community”, said Ada Tam, Principal Manager, Publicity and Communication from HKSTPC, “This print ad is designed to tap into the human side of what is normally seen as a cold industry – on the contrary, everything we do is for the betterment of Hong Kong and its people.”
The actual lego model was delicately constructed using 3,000 lego pieces to create the model version of the famous ‘Golden Egg’. The handcrafted model will be showcased at the Park as a permanent display.
Project Name: HKSTPC Corporate Campaign 2012
Creative Agency: TBWA\TEQUILA\Hong Kong
Client: Hong Kong Science & Technology Parks Corporation
Executive Creative Director: Mark Ringer
Associate Creative Director(s): Ken Hui, Mike Wu
Art Director(s): Jacqueline Hung
Copywriter(s): Mike Wu & Michael Hart
Photographer: Ricky Wong (Redtangle)
Group Account Director: Jan Cho
Associate Account Director: Ida Mak
Senior Account Executive: Joey Li