Cannes Lions

BUS OPERATOR

DRAFTFCB HONG KONG / KOWLOON MOTOR BUS / 2011

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Presentation Image

Overview

Entries

Credits

Overview

Description

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

Execution

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.

Outcome

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.

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