“It pains me to say Hong Kong is over” – Financial Times

Hong Kong’s fiery spirit dimmed under relentless social unrest, a grueling pandemic, and a mass exodus of residents—leaving morale at rock bottom. While officials launched glossy revival campaigns, global headlines focused only on decline, trapping the city in a bleak, reductive narrative. The question echoed: “Is Hong Kong back to normal?”

Project Consortium and TBWA\Hong Kong rejected that narrative. Hong Kong has never been “normal”—its vibrancy lies in its unpredictability, resilience, and striking contradictions. Their strategy embraced this truth, reigniting local pride and reclaiming the narrative through a bold, community-powered movement.

The “Hong Kong Never Normal” initiative was launched as a privately-led, collaborative platform that unites over 60 local influencers, creators, homegrown brands, and media companies to celebrate the extraordinary in every corner of the city. From iconic businesses to everyday life, exceptional individuals to cultural nuances, the campaign showcases Hong Kong’s raw, real, and remarkable identity.

The narrative was handed over to Hong Kong’s creators—not merely as influencers, but as cultural storytellers. More than 160 hyperlocal Instagram “Collab” pieces (including Reels, memes, hijacks, and chains on local quirks) exploded across social media, alongside bold brand stories on LinkedIn, provocative banners, website takeovers, stunts, podcasts, merchandise, audacious OOH placements, and even activations in the metaverse. Each partner became a curator of the city’s defiant spirit. With no rigid briefs—just an unscripted tidal wave of stories—personal feeds were transformed into a collective love letter to Hong Kong’s resilience.