The Gay Games 11 Hong Kong (GGHK) has launched its official campaign inviting anyone and everyone to “come out” for the games. The campaign, developed by DDB Group Hong Kong, hopes to generate excitement and motivate people to start thinking about and planning for the 11th Gay Games, taking place in Hong Kong in November next year.
Featuring both an online video and a series of social media influencer activities, the campaign builds on the teaser video, “Everyone get ready to come out for the games”, released late last year.
The launch video, released today, extends the invitation by showing a diverse range of people from a variety of ethnicities, sexual orientations, religions, gender identities, ages, abilities, professions, and backgrounds excitedly coming out to support the games.
Influencers, including Terence Siu Fay Lam, Lindsay Jang, Asha, and Leslie, have been engaged to help spread the message.
“The Games will be 2023’s most prominent sports event in Asia and around the world, so we are excited to tell the world to get ready and Come Out for it,” said David Ko, Director of Marketing and PR for Gay Games Hong Kong.
“Starting with events in Hong Kong, we are bringing the Games to the world, with pop-up events at Commonwealth Games and EuroGames in August, as well as satellite events in Singapore, Japan, India, Thailand, and other major cities. Now that the world is opening back up, we want to get on people’s radar when they’re thinking about their 2023 plans. ‘Unity in Diversity’ is the theme of GGHK, so the most important thing for us is that everyone feels welcome. What better an event to come out for, especially given the challenges of the past couple of years, than a huge celebration of humanity in all our diverse expressions.”
The campaign is timed to coincide with a series of celebrations re-launching GGHK, including the Pride At Sea junk party, Sungay Tea Dance at CARBON, and a one-day takeover of Water World Ocean park.
The Gay Games is expecting to welcome 7,000 participants and 25,000 spectators from more than 100 countries, in addition to over 70,000 participants attending events leading up to the Games.
“There is a sense of excitement and hope in the air these days that we wanted to capture for the anticipation of the upcoming Gay Games,” said CEO of DDB Group Hong Kong, Andreas Krasser.
“And indeed, an event that has the power to bring so many different people together is more a cause for celebration than ever.”
Strategic Marketing Director: David Ko
Project Lead: Barry Tang
Creative Agency: DDB Group Hong Kong
CEO: Andreas Krasser
Head of Film & Content Production: Jacie Tan
Creative Director: Christel Chong, Cola Chan
Creative Lead: Natalie Parengkuan
Producer: Angelos Lau
Senior Art Director: Zephyr Yung
Copywriter: Ernest Tsang, Lim Leung
Social Content Videographer: Kinson Ki
Strategy Team: Adrian Tso, Garron Chiu
Account Management: Jody Chik, Trista Wong, Joe Cheung
Data & Performance Lead: Stefanus Wongsodiredjo
Production Company: DayDream Maker
Director: Dun Lamb
Producer: KaeJa Lau
Editor: Erik Chan, Edwardo Chan
Colourist: Eric Chan
Audio Post Production Studio: Maveriq Studios
Audio Engineer: Paul Morrison
Executive Producer: Raymund Wee