一份禮物  一個故事 EVERY GIFT IS A STORY

My earphone buddy by Jennifer Wong

Back in my school days I had an earphone buddy.
We would listen to songs and dramas together sharing one set of earphones -
I always took the L side, and she took the R side.
We spent hours and hours together like that.

Now, years later, when I think of her,
I can still almost hear the songs and dramas again in my head - well,
one side of my head.

I hope she’s finally found someone not just to share an earphone with,
but everything else in life.

一孖死黨 Jennifer Wong

人生總會遇到一個你願意與他孖住聽耳筒的死黨。
那時候,R是你的,L是我的。
在巴士上一起聽過的廣播劇,在自修室做功課時聽著的歌,
今天猶在耳畔。慶幸有你伴我走過這一段,
今個聖誕,願你找到個不止會跟你分享耳筒,更會分享人生的另一半。

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一份禮物 一個故事 EVERY GIFT IS A STORY

Radio

BACKGROUND

Christmas is a big festival in Hong Kong. To most of the Hongkongers, gift-exchange among friends and relatives is a common and important practice in this season. Yet, year after year, this custom is getting more and more commercial and…


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BACKGROUND

Christmas is a big festival in Hong Kong. To most of the Hongkongers, gift-exchange among friends and relatives is a common and important practice in this season. Yet, year after year, this custom is getting more and more commercial and ossified, most of the marketing campaign just focus on motivating people to spend more and more on gifts.

INSIGHT

With people’s purchasing power is increasingly stronger, now people are preoccupied mostly with the monetary values of gifts rather than the meaning behind the practice.

IDEA
We encourage people to share their memorable gift stories, and the warmest stories will be shared to the public by different channels: We adapted 42 gift stories to 42 radio plays, performed by famous DJs in the town, everyday there is a new story to be launched on air and through the campaign web site; We also adapted the stories to print, bus seatback stickers and screen savers to spread the love behind gifts all over the city; once listened or read the stories, people could even receive special shopping offers, encouraging them to pick a special gift with love for their beloved.

RESULT
Almost 900,000 visits to the Campagin website; the gift stories created a big buzz, celebrities and netizens shared their own gift story through social media, arouse people to rethink about the true meaning behind the practice of gift-giving.

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