Hutchison Whampoa: Chinese Character

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  • How should a giant speak? With humility. This campaign for Hutchison Whampoa (Hong Kong’s largest and most admired company) became a touchstone for the pride that the people of Hong Kong took in themselves.Using the anthropomorphic shapes hidden in ancient Chinese pictographs and a simple play on the word character, Hutchison Whampoa shared the credit for its success with the people of Hong Kong. The campaign showed Hutchison Whampoa as a company that symbolised everything the people of Hong Kong saw in themselves – ambitious, hardworking, successful, world-class. The TV spots were shot by Louis Ng, one of the best commercials directors in the world. They ran in 63 countries across Asia, for the next three years.

  • HK4As, HKDA, Pearl & Dean Outdoor Awards

  • The Background:

    Hutchison Whampoa was ready to do its first ever corporate campign. It had never produced any corporate advertising, yet, as a company, already symbolised everything that the people of Hong Kong saw in themselves — it was ambitious, hardworking, successful, world-class.

    The Solution:

    The advertising built off this strength, recognizing the achievements of the company and sharing the credit for its remarkable success with the citizens of Hong Kong, using the Chinese language and its rich pictographic roots as a springboard.

    The Result:

    The TV commercials were shot by Louis Ng, one of the world’s best commercials directors. The campaign went on to become a touchstone for the pride that the people of Hong Kong took in themselves. It aired repeatedly for three years on Hutchison Whampoa’s giant satellite network, Star TV, in 35 countries in its footprint, from Japan to Egypt.