MTR’s new campaign with DDB Hong Kong brings Hong Kong’s transport future to life
Hong Kong’s main rail operator, MTR, is launching a new campaign that highlights its latest network developments, including the addition of new train lines. Created in partnership with DDB Group Hong Kong, the film uses the concept of time travel to give Hong Kong people a glimpse into the future city MTR is helping to build.
Hong Kong people generally know MTR is constantly expanding and upgrading its network, but it can be difficult for them to imagine how these future improvements will impact their lives today. The new “Building the Future Today” campaign aims to change that, helping people see and feel the benefits of MTR’s ongoing developments before they arrive.
Through a playful, imaginative story inspired by pop culture and local nostalgia, the campaign brings future improvements to life – showing how new railway lines will make daily life better. By highlighting the human impact of the infrastructure developments, “Building the Future Today” invites Hong Kong people to imagine a city where progress today means more freedom, convenience and connection tomorrow.
The video at the heart of the campaign takes inspiration from and pays homage to the iconic HK TV drama, “A Step into the Past”, featuring not only a similar time-travel concept, but also one of its actors, Raymond Lam (Lam Fung). Lam Fung reprises his role and uses the legendary time machine from the drama, but this time, traveling forward to future Hong Kong, where he explores tomorrow’s MTR stations. Representing the everyday person, his experience discovering the new surroundings, as well as his interactions with commuters, help the audience understand the benefits of the future MTR in a more personal and relatable way.
The campaign represents a deliberate move away from the “Keep Cities Moving” brand’s traditional corporate tone, instead embracing a fun, emotionally engaging, and cinematic storytelling approach as a way to help customers connect with and better appreciate MTR’s message. The approach aims to both educate and entertain, helping make a complex concept more interesting and relevant for people.
Karen Woo, General Manager – Branding and Communications of MTR Corporation, said: “MTR is entering a new phase of railway construction. Several of our new railway projects are advancing in full swing, and we expect this new infrastructure will certainly benefit the public by bringing families and friends closer together. This campaign highlights how each new railway project creates ripples of opportunity, linking communities and unlocking potential throughout the city in a playful and engaging manner. We remain committed to Building the Future Today.”
Koman Ko, Managing Partner of DDB Group Hong Kong, added: “With this campaign we wanted to make the future feel personal – turning complex infrastructure work into relatable human stories that celebrate progress and connection. With the help of Lam Fung and his time machine, we believe we have found an enjoyable and engaging way to bring MTR’s engineering innovation to life for people.”
The “Building the Future Today” campaign will run for one month across television, digital, social media, and outdoor platforms.
