eMPF Platform Launch
Hong Kong's biggest MPF reform needed to reach 4.7 million people without putting them to sleep. We shot three campaign phases in one day. Ivana Wong did the rest.
The benefit we anchored on: eMPF, one platform, more convenient (eMPF 一站式更方便). A line that had to work for every age, gender, and income bracket in the city, with zero room for jargon. The job behind the line was harder than the line: make 4.7 million people feel like you and I are both part of this, not you are being instructed.
Two creative decisions defined the campaign.
Ivana Wong as the anchor. Warm, plainspoken, impossible to dislike. The exact energy a government mandate needed to feel human, not enforcement. Built a clean, rhythmic typographic system around her presence — authoritative enough for a public issuance, light enough to hold attention.
Demographic-spanning casting as a structural commitment. Boss, OL, taxi driver, engineer, retiree, fresh grad — every wedge of the working population made it into the campaign. The "this is about you" line had to be literally visible. We spent disproportionate creative time on the casting board to get this right.
The smarter decision wasn't visual at all — it was structural. Instead of returning to set three separate times across 18 months, we proposed capturing all three rollout phases in a single production cycle. Before Phase 1 even aired, Phases 2 and 3 were already shot.
Phase 1 (October 2025) — Launch & Educate. Ivana introduces the platform. Mass awareness, zero jargon.
Phase 2 (February 2026) — Industry Schemes. Tailored systems for BCT and BEA integration. Same voice, new chapter.
Phase 3 — Full Migration. Pre-built, ready to deploy. No re-shoots. No scope drift.
One shoot. Three phases. A year and a half of content that looks like it was always meant to be together — because it was.
across youtube — viral reach for a public service campaign. The visual system was adopted across multiple government departments and external trustees without a single inconsistency. Bus bodies, MTR billboards, print, digital — two years, one voice. Defended a deeply unpopular product through the largest workforce transition in MPF history.
