Media: Digital, Social, PR
Year: 2022
We wanted this campaign to be both a celebration of Hong Kong’s hosting of the Gay Games, but also as a love letter to the city, its people, and its unique and vibrant culture. As a community event run by a not-for-profit organisation, resources were extremely tight, so we had to make a little go a long way. This project held special significance for me as the last project I worked on before leaving Hong Kong, and I was thrilled at how the team and our clients worked together to make it happen.
THE BRIEF: Excite local and global audiences about Gay Games 23, to be held for the first time in Hong Kong, while showcasing Hong Kong’s unique culture and scenery.
THE INSIGHT: Despite the city’s hosting of the Games, many in Hong Kong and internationally believed that conservative views were still prevalent in the city, and that the games would fail as a result. We had to reassure our audience that Hong Kong was more accepting of the Games than they might think.
THE IDEA: Everybody’s Coming Out for the Games celebrates the widespread support for Gay Games 23, by showing how people from all walks of life were enthusiastic about the event.
EXECUTION:
A launch film that ran globally on digital and social channels, accompanied by media outreach.
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