The official launch film for the Gay Games 11 Hong Kong (GGHK) invites anyone and everyone to ‘Come Out’ for the Gay Games 2023.
The integrated campaign, developed by DDB Group Hong Kong, is aimed at boosting awareness, generating excitement and motivating people to start making a plan to attend the 11th Gay Games which take place in Hong Kong between 11 and 19 November 2022.
Led by a hero online video supported by a series of social media influencer activities and content, the campaign invites viewers to the event by featuring a diverse range of people from a variety of ethnicities, sexual orientations, religions, gender identities, ages, abilities, professions and backgrounds all excitedly coming out to support the games in unison.
The campaign also includes an international line-up of influencers from a variety of backgrounds – including Terence Siu Fay Lam, Lindsay Jang, Asha and Leslie – to spread the message and share their plans to come out for the Games.
The objective is to show that everyone is welcome and to encourage people to think about their own plans to become part of the Games and the spearhead spot rolled out from 12 July and was timed to leverage a series of related events such as he Pride At Sea junk party, the Sungay Tea Dance at CARBON and an invitation-only one-day takeover of Water World Ocean park.
“The Games will be 2023’s most prominent sports event in Asia and around the world, so we are excited to tell the world to get ready and Come Out for it,” commented Gay Games Hong Kong Director Of Marketing and PR David Ko. “Starting with events in Hong Kong, we are bringing the Games to the world, with pop-up events at Commonwealth Games and EuroGames in August, as well as satellite events in Singapore, Japan, India, Thailand, and other major cities. Now that the world is opening back up, we want to get on people’s radar when they’re thinking about their 2023 plans. ‘Unity in Diversity’ is the theme of GGHK, so the most important thing for us is that everyone feels welcome. What better an event to come out for, especially given the challenges of the past couple of years, than a huge celebration of humanity in all our diverse expressions.”
DDB Group Hong Kong CEO Andreas Krasser added: “There is a sense of excitement and hope in the air these days that we wanted to capture for the anticipation of the upcoming Gay Games. And indeed, an event that has the power to bring so many different people together is more a cause for celebration than ever.”
The campaign was briefed in by and created for GGHK Strategic Marketing Director David Ko and Project Lead Barry Tang by a team at creative agency DDB Group Hong Kong which was led by CEO Andreas Krasser and included Head Of Film & Content Production Jacie Tan, Creative Directors Christel Chong and Cola Chan, Creative Lead Natalie Parengkuan, Producer Angelos Lau, Senior Art Director Zephyr Yung, Copywriters Ernest Tsang and Lim Leung, Social Content Videographer Kinson Ki, Strategists Adrian Tso and Garron Chiu, Account Managers Jody Chik, Trista Wong and Joe Cheung, plus Data & Performance Lead Stefanus Wongsodiredjo.
The production company was Daydream Maker with Director Dun Lamb, Producer Kaeja Lau, Editors Erik Chan and Edwardo Chan and Colourist Eric Chan. Audio post production was handled by Maveriq Studios with Audio Engineer Paul Morrison and Executive Producer Raymund Wee.
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This promotional burst of marketing builds on the original teaser video for the event, titled ‘Everyone Get Ready To Come Out For The Games‘, which was released in November 2021.
The Gay Games is the world’s biggest inclusive sports, arts and cultural event and will welcome 7,000 participants and 25,000 spectators from more than 100 countries.
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