The Legislative Council General Election is held every four years in Hong Kong. It is an important day when the general public decides who would represent them in the council for this period of time. The date set for the election was on 19th December in 2021 and the promotions for nominating candidates and the voting day was scheduled to begin at about 1.5 months prior to the event in late October to early November.
We did a full fledged development to the entire campaign, which included the design and styling, TVC and road script writing in both English and Chinese, along with 3D animation and motion graphics and produced two APIs. Using a futuristic approach, we have set the scene to compact just like how the city of Hong Kong is. We wanted to emphasise that each vote mattered and helped to determine the infrastructure and intricate operations of the economy, environment, education and living standards in Hong Kong.
The first API was to promote nominations for the election. It showed the inside of a ballot box, to let the audience visualise voting could determine how a city runs. We used light coral as the main colour paired with green to echo the “vitality and liveliness” of the city is now ready to “start afresh”.
The second API was to promote the polling day. Again revealing the inside of the ballot box, this API instead shows the details of everyday busyness and explains the purpose of this election. The rolling balls travelling throughout the animation represent how voting is a process that must be gone through for an outcome of a positive future. Green is set as the main colour in this video to emphasise “bringing on a new start”.
To further promote this important campaign, our visuals were used extensively offline, including being advertised on buses and trams, shown on giant billboards around Hong Kong such as at different tunnel entrances, and printed out as posters displayed at bus stops, MTR stations, housing estates and government buildings. We produced the scripts to the TV APIs bilingually, and radio broadcasting in trilingually in Cantonese, Mandarin and English. For social inclusion, the advertisements also included several languages, such as Hong Kong Sign Language, Bahasa Indonesian and Nepalese.