MTR CARING FOR YOUR LIFE'S JOURNEY

In 2009, we won the MTR account with our brand campaign idea: "MTR takes everyone in Hong Kong to destinations beyond the physical ones." This brand revamp, which set a new page for MTR to connect with Hong Kong people on an emotional level, marked the beginning of a five-year business relationship.

Throughout this period, I served as the key person responsible for developing their new brand platform and creating the tagline "Caring for Life's Journey" (心繫生活每一程). My work encompassed developing the thematic commercials and numerous program campaigns, including South Island Line Extension, passenger behavior, staff appreciation, facilities innovation, and their goodwill projects. The "Caring for Life's Journey" brand platform was set since then and has been continued as MTR's brand identity for over 15 years.