The brief:
Site 3 is Hong Kong’s boldest mixed-use development at the heart of Central, representing a once-in-a-lifetime opportunity to create a new horizon of experiences. Spanning approximately 1.6 million sq. ft. of GFA, the primary challenge is to seamlessly bridge the historic CBD hinterland with the waterfront, integrating massive green spaces, retail, and Grade-A offices while energizing Asia's World City.

Idea and execution:
Direction one: Hong Kong's New Story begins: Harbouring New Horizons. The print ad series showcases vibrant urban living across multiple dimensions, including business, nature and greenery, lifestyle and fashion, and art and culture. A dynamic composition featuring a giant metallic water drop represents a vibrant, contemporary waterfront lifestyle, complemented by a PR stunt that projects the imagination of future Central.

Direction Two: Hong Kong's New Story begins: On the Pulse of Now. The print ad series imitates sound waves and beats from the pulse of Hong Kong, using graphical treatments that extend outward from the center to deliver a contemporary and vibrant feel. A PR stunt collects everyone's heartbeat sounds to transform them into a synchronized citywide anthem, followed by a light projection show and a dynamic water dance performed at the harbourfront to redefine and mark this unique location as the pulse of Hong Kong.