Hong Kong – MTR, Hong Kong’s main rail operator, has teamed up with DDB Group Hong Kong to launch a time-travel-themed campaign that brings its upcoming network developments and new train lines to life.
Titled “Building the Future Today”, the campaign seeks to address the challenge that many Hong Kongers are unaware of how MTR’s ongoing upgrades will affect their daily lives. It aims to help the public better understand and experience the benefits of these developments ahead of their completion.
Drawing inspiration from pop culture and local nostalgia, the campaign uses an imaginative narrative to visualise how new railway lines will improve convenience and connectivity across the city.
At the centre of the campaign is a video that pays homage to the iconic Hong Kong TV drama “A Step into the Past”. The film features actor Raymond Lam (Lam Fung), who reprises his role and once again steps into a time machine—this time travelling to future Hong Kong to explore the city’s upcoming MTR stations. His journey and interactions with commuters serve to illustrate, in a relatable way, how the expanded network will enhance daily life.
The initiative marks a shift from the brand’s traditional corporate tone under its “Keep Cities Moving” platform, opting instead for a more cinematic and emotionally engaging storytelling approach to connect with audiences.
Koman Ko, managing partner of DDB Group Hong Kong, shared, With this campaign, we wanted to make the future feel personal – turning complex infrastructure work into relatable human stories that celebrate progress and connection. With the help of Lam Fung and his time machine, we believe we have found an enjoyable and engaging way to bring MTR’s engineering innovation to life for people.”
The “Building the Future Today” campaign will run for one month across television, digital, social media, and outdoor channels.
Karen Woo, general manager of branding and communications of MTR Corporation, said, “MTR is entering a new phase of railway construction. Several of our new railway projects are advancing in full swing, and we expect this new infrastructure will certainly benefit the public by bringing families and friends closer together. This campaign highlights how each new railway project creates ripples of opportunity, linking communities and unlocking potential throughout the city in a playful and engaging manner. We remain committed to Building the Future Today.”
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