Introduction

In a fascinating new campaign from TBWA Hong Kong, the city is celebrated as a unique tapestry of cultures, history, and modernity, aptly summarized by the slogan, "Hong Kong Never Normal." This tagline subverts the question that many have been asking—in light of Hong Kong's recent tumultuous history—"Is Hong Kong back to normal?" The candid response is simple: Hong Kong has never been normal, and perhaps that's what makes it so extraordinary.

Shifting the Narrative

As discussions abound about the city's struggles, it becomes essential to shift the narrative from despair to pride. Many voices from outside Hong Kong often share a grim view of the situation, but those who reside here, or who have strong ties to the city, see resilience, creativity, and an unwavering spirit as the true essence of life in Hong Kong.

Vibrant Contrasts

This campaign recognizes that the identity of Hong Kong has always been one of vibrant contrasts—ancient traditions coexisting with cutting-edge technology, bustling street markets alongside luxury brands, and tranquil parks nestled amidst towering skyscrapers. The city is a whirlwind of experiences; from the endless queues for limited-edition sneakers juxtaposed with lines for a simple bowl of tomato macaroni soup—a testament to the diversity of appetites found within these urban confines.

The Inspiration Behind the Campaign

Joanne Lao, CEO of TBWA Greater China, and Terence Ling, Chief Strategy and Innovation Officer, elaborated on the inspiration behind the initiative. They pointed out that the morale in Hong Kong had dipped due to a deluge of negative international headlines. A pivotal moment came when a TBWA strategist shared a personal perspective on LinkedIn, igniting a desire among the team to reclaim the narrative and showcase authentic stories about what makes Hong Kong unique.

Encouraging Local Pride

The campaign aims to reshape the perception of the city not only for tourists but primarily for its residents, encouraging them to take pride in their home. The idea is to highlight "never normal" stories, where everything from culture to lifestyle reflects the city's unique quirks.

Community Involvement

Interestingly, “Hong Kong Never Normal” has been translated into Chinese as "非常港" (very Hong Kong), fostering a sense of belonging while inviting participation from local communities and businesses. The movement has garnered widespread support from various brands and influencers collaborating on this passion project without the backing of government funding.

A Broader Vision

With a vision to elevate local pride, the TBWA team sees the campaign evolving into a broader platform that explores diverse stories of resilience and innovation. They are open to collaborations with like-minded individuals and brands who share this transformative vision for the city.

Positive Feedback

The response to the campaign has been overwhelmingly positive, with many sharing their own experiences that reflect what it means to live in a place that embraces its quirks rather than hiding them. After all, in a city where 'normal' has never been the goal, each moment can be an opportunity to celebrate the extraordinary.

Conclusion

So, whether you're a longtime resident or a newcomer, the essence of Hong Kong is encapsulated in its beautifully chaotic nature. It's a reminder that in the face of challenges, the spirit of Hong Kong remains vibrant, alive, and, above all, never normal. Join the movement, share your stories, and let's ensure that the world sees Hong Kong in its true light—quirky, resilient, and unapologetically extraordinary.