HK Express - Stay Three, Stay Free

HK Express - Stay Three, Stay Free

Anyone who flew as a child and remembers the truly magical feeling of soaring through the clouds at 35,000 feet for the first time will surely relate to HK Express’s sweetly nostalgic ad campaign entitled: “Stay Three, Stay Free” Inspired by the LLC’s third anniversary, the promotion encourages adult passengers to step back from the daily grind when they fly, and remember the wide-eyed innocence and unbridled enthusiasm of young travelers seeing the world for the first time.

It opens with a weary traveler enduring a hard day alone, when suddenly a rainstorm magically unleashes his cute inner child (complete with matching outfit and luggage). The spot playfully encourages HK Express passengers to “travel like a threeyear-old.” Highlighted by fun, upbeat music and shots of travelers jumping in puddles, exploring toy stores and eating ice cream with their inner child doppelgängers, the clip really captures the lost joy of travel.

Shot by cinematographer Pung-Leung Kwan , famous for filming several Hong Kong cinema classics, the impossiblyadorable spot was also made available in four different languages to highlight the diversity of HK Express’s regional passenger base.

Offering new discounts every two days during the promotion period from Hong Kong to such popular HK Express destinations as Tokyo-Narita, Tokyo- Haneda, and Nagoya, the campaign was a runaway hit on social media with the initial TV spot generating more than 525,000 views on YouTube alone. The campaign was also written up online on such popular sites as Ads of the World , PSFK , and Marketing Magazine .