Reframing Hong Kong

A local project that enlisted 7 million photographers.

Awards:
Kam Fan 2019 – Grand Kam Fan
Cannes 2020 – Shortlist

Hong Kong is a truly fascinating city, but our imagery has not evolved through time.

This project enlisted all 7 million locals in Hong Kong to photograph the city. Through a hashtag #reframinghk on Instagram, everyone could submit photos of Hong Kong through their lenses. The photos have ultimately become official imageries for international campaigns and the city’s postcards.

Andrew Lau, famous local director, has taken the lead to capture the uniqueness of Hong Kong.

Until today, the #reframinghk remains active on Instagram, with 69.4k photos collected. Through this campaign, we have successfully turned a trend into a habit.