Cannes 2017

ALL THINGS TBWA AT THE FESTIVAL OF CREATIVITY

"Skylines"
HK Airlines
TBWA\Hong Kong

To promote direct routes to Taipei, Tokyo and Shanghai, TBWA\Hong Kong and Hong Kong Airlines created visual connections between Hong Kong and the three key destinations. The images used the clear negative space of the sky above the crowded, intense streetscapes of everyday Hong Kong to create silhouettes of the world renowned Taipei 101, Tokyo Skytree, and Shanghai World Financial Centre. 

To create key visuals that stood out and caught the attention of local Hong Kongers, thousands of photographs focusing on unique details of the city were compiled and weaved together to create vivid, hyperreal versions of the Hong Kong they know. 

Three different Hong Kong settings were used to highlight the distinct type of travel most relevant to our target audiences: family for Tokyo, food and markets for Taipei, and business for Shanghai.