DDB Group launches ‘MPOWER CARD’ inspired by a new Hong Kong generation of consumers

 
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, the the first TVC airs tonight.

 
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 genderation – who they are and more importantly who they will become.”

 


 

CREDITS:

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, Kwok King Chuen

Studio: B Ng, John Chan, Linus Liu

 

TV Director: CowFilmsLtd. – David Cow

 

Media Agency: WAVEMAKER

Guest Author DDB Blog