Inspired by a Hong Kong generation which appreciates creative expression, personal identity and popular culture, DDB Group Hong Kong has launched the ‘MPOWER CARD’. A campaign to support Hang Seng Bank’s new credit card.
A credit card, specifically designed for the creative generation, Hang Seng’s ‘MPOWER CARD’ does just that – it provides a platform to recognise and acknowledge individuality and personal expression – empowering the young generation.
Developed by DDB Group Hong Kong, the campaign reflects the culture and vibe of the city by featuring vibrant young adults living the good life – expressing their individuality through what they create and also by what they consume.
Almon Lam, Executive Creative Director, DDB Group Hong Kong, said, “We are sick of people speaking ‘at’ us. The younger generation, now earning enough money to have their own purchasing power, wants to be understood. The ‘MPOWER CARD’ was designed to understand, engage and connect with the younger generation. Hang Seng ‘MPOWER’ represents the empowerment of this generation – who they are and more importantly who they will become.”
Managing Director & Chief Creative Officer: Keith Ho
Managing Director: Irene Tsui
Executive Creative Director: Almon Lam
Planning Director: Adrian Ts’o
Creative Team: Christine Lai, Kuchi Ku, Chris Cheuk, Quinn Chan
Account Management Team: Kervin Cheng, Derek Lo, Joyce Chan, Keely Li
TV Production: Annie Tong, Chau Kam Chuen
Studio: B Ng, John Chan, Linus Liu
TV Director: CowFilmsLtd. – David Cow
Media Agency: WAVEMAKER