Typography is the art and technique
Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. The arrangement of type involves selecting typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning).
A collaborative platform that collectively celebrates all that is extraordinary and “never normal” about Hong Kong, and give a boost of positivity to the city. We united the voices of Hong Kong and started a ground-up movement to strike a chord with the locals. We partnered with the true spokespeople of Hong Kong: homegrown brands, businesses, entrepreneurs, creators, and influencers, to celebrate everything this city is not: normal.
CREATIVE EXPRESSION
By flipping the "N" in "Normal" in the wordmark lockup, we convey the city's unorthodox and unconventional character, tributing its conviction to march to the beat of its own drum. Our Chinese platform tagline "非常港" cleverly plays with a dual meaning - highlighting both the “distinctly Hong Kong” nature of our platform and our celebration of the “exceptional Hong Kong”.
CAMPAIGN OVERVIEW
Our execution strategy ignited a shift in narrative and disrupted the status quo by creating a powerful partnership ecosystem that effectively leveraged social media to amplify our brand platform and belief.
NONE OF US IS AS GOOD AS ALL OF US
Collab-content with over 50 brand, influencer, creator and platform partnerships contributed their unique perspectives and reach to help magnify our message and achieve scale.
TOGETHER, WE CREATED, AND SHOWCASED STORIES OF HONG KONG'S "NEVER NORMAL"
Our intention was to spotlight local businesses and their extraordinary contributions to our city. The diversity of partners reflected the vibrant cultural landscape of Hong Kong, all with one thing in common: the courage to break the norm.
SO MANY STORIES THAT GIVE OUR CITY ITS SOUL
AN ECOSYSTEM TO RAISE AWARENESS,
ENGAGE THE AUDIENCE AND AMPLIFY OUR CONTENT
As the central hub, our Instagram page hosted stories across 5 pillars – Brands, People, Places, Culture, and Lifestyle.
Collab posts with partners were intentionally used to accelerate reach and viewership, driving our page to 1K followers within 24 hours of launch.
As the central hub, our Instagram page hosted stories across 5 pillars – Brands, People, Places, Culture, and Lifestyle.
Collab posts with partners were intentionally used to accelerate reach and viewership, driving our page to 1K followers within 24 hours of launch.
We crafted an Instagram reel highlighting our dynamic exposure across OOH placements. It featured HKNN digital panels and LED walls in bustling districts, along with a wrapped Citybus traversing across key hubs in Hong Kong Island.
Harnessing the current trend of faux out-of-home advertising, we developed surreal visual content to make a striking impression. We embedded surreal scenes in everyday settings to depict the "never normal" Hong Kong with a creative flair.
This sparked interest and curiosity in a truly unconventional fashion.
We encouraged the community to share their own “never normal” anecdotes, rewarding winning submissions with gifts from our partners.
To enhance public participation and organic sharing, we launched Instagram stories with interactive questions and "add yours" templates.
These expanded the involvement and reach of our movement.
Public engagement helped build connections and increase involvement. With Hypebeast, we asked people to share uniquely Hong Kong fashion items. With @vian_vn, we challenged Sunday communities to dance battles, an iconic trait of Hong Kong's Central culture.
On LinkedIn, we drove awareness and provoked conversations among the business community. We featured thematic content, brand stories and interviews with business leaders.
On Gen Z podcast channel Blackjenju, an episode explored what locals miss the most when abroad.
Instagram reel teasers were launched in collaboration post format between HKNN’s and Blackjenju’s page to spark social discourse.
We created HKNN merchandise in collaboration with illustrator Kitty Wong from Young Soy Gallery, to deepen partner and community engagement.
Influencer partners shared unboxing videos on social to amplify exposure of our platform and partners.
A collaboration was established with The Sandbox to integrate into "Kowloon Walled City 2 - Walled City Rhapsody," a game set in a futuristic rendition of Hong Kong in 2169. Through a 'game-in-game' activation, real-life loot was concealed throughout the enigmatic city. Players who discovered the special QR codes were eligible to win prizes.
