Kowloon Motor Bus Design & Branding TV INFOMERCIALS by DraftFCB Hong Kong


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Industry Public Transport, Mass Transit
Media Design & Branding
Market Hong Kong SAR China
Agency DraftFCB Hong Kong
Associate Creative Director Helen Yeung
Creative Director Ronnie Yeung
Copywriter Jann Yu
Released July 2010

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Product/Service: BUS OPERATOR
Date of First Appearance: Jul 19 2010
Managing Director/Executive Creative Director: Iris Lo (Draftfcb HK)
Creative Director: Ronnie Yeung (Draftfcb HK)
Associate Creative Director: Helen Yeung (Draftfcb HK)
Copywriter: Jann Yu (Draftfcb HK)
TV Producer: Sherly Tasman (Draftfcb HK)
Media placement: Infomercial TVCs - TV, OOH TV - July 19, 2010

Describe the brief from the client
KMB wanted to re-establish the important role of KMB in the life of modern-day commuters.

Describe the challenges and key objectives
Having been running since 1933, KMB, the largest bus operator in Hong Kong, is now operating a network of 396 bus routes and transports more than 2.6 million passengers every single day. Everyone in Hong Kong knows this old name as just a daily form of transportation, and to the majority it means nothing more than that.

Describe how you arrived at the final design
We invited famous local illustrator Yeung Hok Tak to create a cartoon series. Yeung is renowned for his unique and local comic style and character creation.

Yeung's work mainly depicts local, daily down-to-earth scenes. He shows real Hong Kong people living their daily lives and captures the city's true culture.

These Hong Kong insights reach out and resonate with the Hong Kong public, in the same way that KMB as our oldest and largest bus perfectly fits as a relevant, local, unique Hong Kong icon.

Give some indication of how successful the outcome was in the market
The whole campaign generated buzz across online forums, on YouTube and on the street with the main character "Brother Bus" becoming an even more famous, recognisable icon across Hong Kong.