HK transforms into a stage for Halloween with 'Dress up show up'

This Halloween, the Hong Kong Tourism Board (HKTB) has brought some of the city's most captivating characters to the streets, encouraging everyone to dress up in their own way and shine. 

Themed around the "Dress up show up" theme, HKTB has partnered with creative agency Ogilvy to transform the entire city into an unparalleled stage for self-expression. This campaign celebrates Hong Kong's unique blend of creativity, culture, and unapologetic individuality, inviting everyone to become whoever or whatever they imagine.

The campaign featured Andrew Wave, the world-renowned “red carpet boy” who has now turned "Ghost buster". On 31 October, Wave will bring his iconic red-carpet treatment across Hong Kong.

In conversation with MARKETING-INTERACTIVE, a spokesperson from HKTB said Wave's idea is a "red carpet" that gives everyone a chance to show their best selves and feel like superstars. "By walking the red carpet, they can enjoy their star moment."

"Meanwhile our campaign’s creative concept emphasises the joy of self-expression and creativity this Halloween in Hong Kong. As an international city, Hong Kong attracts a vibrant mix of people from China, Southeast Asia, Japan, and beyond, all eager to celebrate Halloween. This citywide celebration creates a festive atmosphere filled with Halloween vibes, encouraging everyone to showcase their best costumes in their own unique styles."

"We want to invite participants to walk the red carpet and fully embrace the spirit of the season, making the most of this exciting opportunity to unleash their creativity and have fun," the spokesperson added.

Furthermore, the campaign brought together a lineup eager to celebrate Hong Kong's Halloween spirit: Allan Zeman embracing Wednesday Addams mode, Olympic fencer Ryan Choi, Bar Leone's Lorenzo Antorini, alongside regional KOLs from Mainland China, Taiwan, and Southeast Asia, all stepping onto the red carpet to showcase their creative transformations. 

Trade partners from across Hong Kong came together to make this campaign possible with the street photography approach allowing HKTB to organically spotlight Hong Kong's "everyday icons”, the tram operators, and local characters who define the city's authentic spirit—proving that Halloween creativity lives everywhere, not just in exclusive party venues.

Beyond local heroes, the campaign strategically featured regional KOLs from Mainland (笙笙夕夕), and Southeast Asia (Pamela Swing, Sophia Margarette To, Russco Jarviña) and more, amplifying Hong Kong's status as the Halloween destination across key tourism markets.

The strategy flips the traditional celebrity endorsement model—instead of one face, KOLs and local icons joined forces with Wave showcasing everyone from villain-hitting aunties to World fencing champions in full costume glory across local landmarks including Lan Kwai Fong, Harbour City, Central Market, and Airside.

The campaign fundamentally transforms the entire city into an "unparalleled stage for self-expression," celebrating Hong Kong's unique blend of creativity, culture, and  dynamic energy, said the spokesperson. "By reframing Halloween not as a mere Western import, but as a 'canvas for the city's incredible diversity and creative confidence', HKTB and Ogilvy aim to showcase Hong Kong as a dynamic global stage where every individual's unique style and imagination can truly shine."
 
Through a street photography approach, the campaign organically spotlights these local characters, ensuring that truly “no one is left out”, added the spokesperson. "This inclusive strategy maximises impact by engaging the general public alongside influencers, creating a city-wide celebration that amplifies Hong Kong's vibrant Halloween spirit."

Ogilvy's insight tapped into a cultural truth: in a city known for its hustle, Halloween offers a rare permission to show up as anything, anyone, and Hongkongers seized it with characteristic over-the-top commitment. Stepping onto Andrew's signature red carpet at iconic Hong Kong locations, the campaign captured moments of creative joy. The "Dress up show up " content continues to roll out across HKTB's social channels and through participating KOL networks.

“Our 'Dress up show up' campaign is a testament to Hong Kong's unparalleled energy and creative spirit. We set out to reimagine Halloween, transforming our dynamic city into the ultimate global stage where every individual's unique style and imagination can truly shine. This campaign not only celebrates our vibrant east meets west culture but also invites the world to experience Hong Kong's vibrancy.” said HKTB Spokesperson.

"The creative idea was simple but powerful: Halloween in Hong Kong isn't a one-note Western import—it's a canvas for the city's incredible diversity and creative confidence," said Sherman Yeung, managing director at Ogilvy Advertising Hong Kong. "By positioning Wave as ‘Red carpet ghost buster’ capturing Halloween flare in Hong Kong rather than celebrities posing, we turned the entire city into the stage and everyday Hongkongers into the stars."

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