積系打工仔
Managing the transition of a multi-year brand IP. We needed to evolve the highly successful 2023 animated "Family" campaign into a relatable 2024 "Workplace" live-action series, addressing the diverse MPF anxieties of the Hong Kong workforce.
THE BRAND EVOLUTION.
Phase 1: 積系大家族
Using approachable 2D animation to simplify basic MPF concepts for the general public.
Phase 2: 積系打工仔
We evolved the narrative by appointing Tse Kwan-ho as the authoritative "MPF Sage." We developed a "Workplace Ecosystem" using personified animal characters (The Sloth, Octopus, Bull, Chicken) representing distinct management styles.
