Hong Kong, as an once leading and winning city, is going through difficult times in recent years. People are starting to lose faith in the city and their future. Depression and desperation is everywhere. However, Rex Tso, a native boxer with a miraculous 22 consecutive winning record emerged and became an emblem of the city’s long-lost unyielding spirit.
Using films and OOH billboards around Hong Kong, we let our audience see through the eyes of Rex and other Hong Kong athletes in their dilemmas perspectively - a series of failing scenarios that also symbolically represent what the city is going through, feeling the bully, shame, anger, mistrust, and disappointment the surroundings are giving to them.
The determined faces of athletes are shown to represent the moment they resolve to put up a fight. We want to challenge everyone in this city to stand back up and give a good fight, in sports and life alike.
Headline: You can’t guarantee a win, but you can guarantee a fight.
