HK brands and influencers unite to embrace 'never being normal'

Over 40 Hong Kong brands and influencers have come together to unveil a campaign named "Hong Kong Never Normal," showcasing the city's adaptability and innovation through narratives from local brands and influencers.

Available from 26 November, the three-week campaign is supported by partners from 12 industry sectors, including art, beauty, entertainment, education, food and beverage, fashion, hotels, lifestyle, media, non-profit, retail, sustainability, technology, and traditional Chinese medicine. 

Participating brands and influencers include 9GAG, Animoca Brands, Greater Bay Media Entertainment, Ocean Park, the South China Morning Post, The Sandbox, Hotel ICON, Mil Milk, business influencer Allan Zeman, film director and actor Stephen Fung, local actress Evelyn Choi, singer Serrini and Olympic swimmer Stephanie Au.

The initiative, led by the creative agency TBWA and supported by Fleishman Hillard Hong Kong, is described by its creators as an effort by the private sector to counter negative portrayals of the city in recent years. 
 
The campaign's initial phase includes over 100 stories highlighting various facets of Hong Kong life, such as its people, places, culture, lifestyle, and brands. These stories are available on the @HKNeverNormal Instagram page, offering both original content and collaborative pieces intended to engage the public and encourage conversation. 

Joanne Lao, CEO of TBWA Greater China, the creative agency that initiated this campaign, said, "Our ambition is to rekindle the pride Hongkongers deserve to have towards their remarkable home city. While this launch phase aims to build awareness, engage and ignite buzz, future phases will involve more collaboration activities with our 'Hong Kong Never Normal' community of brands, creators and influencers."
 
Girish Jhunjhnuwala, founder and executive chairman of Hong Kong based Ovolo Group said, "Nothing is ever 'normal' in Hong Kong – and that's what makes it so special. We should leave normal behind and take pride in the city's eclecticism. This is a positive, and accurate narrative for Hong Kong that is authentic and confident."

"Hong Kong is part of Animoca Brands' DNA and the essence of our identity. As pioneers of digital property rights in Web3, we've witnessed firsthand this city's extraordinary blend of resilience and innovation. That's why we're supporting Hong Kong Never Normal, which embodies the spirit of a city that adapts to change," said Evan Auyang, group president of Animoca Brands.

According to Marco So, co-founder of Factiv, Hong Kong's innovative beauty startup, "This campaign reflects the spirit of our brand and our belief in coming together to support the city together. In developing our brand, we rejected the norms of gender and age specific skin care products, proudly making science based products in Hong Kong, for HongKongers, especially for Hong Kong's humid weather!"

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