HKMC and GAIA reimagine retirement as life’s joyful second act

The Hong Kong Mortgage Corporation (HKMC) has launched a new campaign to reframe retirement not as a financial obligation, but as a joyful, meaningful new chapter in life, done in partnership with local agency GAIA Communications. 

In a market where retirement planning often feels old, boring, and overly complicated, HKMC aims to craft a deeply human and aspirational campaign that repositions retirement not as a financial obligation, but as a joyful and meaningful new chapter of life.

Also known as "100 things I want to do after retirement", the five-minute micro-film features local actress Louise Lee Sze Kee and artist Kenny Wong Tak Bun, delivering an authentic and uplifting narrative that resonates strongly with retirees and their adult children.

This campaign marks Lee’s third collaboration with HKMC Retire 3 since her endorsement began in 2022. Her relatable on-screen presence continues to bring warmth and depth to the brand. This time, Wong joins the cast to infuse fresh energy—his charisma, grounded persona, and strong acting credentials elevate the film's heartfelt tone and broaden its appeal.

Through touching, relatable stories that turn post-retirement frustration and meaninglessness into eagerness for a fulfilling second life. For example, a father-son travel adventure, launching a dream food truck business together, and joyful reunions with old friends—the film vividly illustrates how HKMC Retire 3's lifelong payouts empower real-life aspirations and ensure a worry-free future.

MARKETING-INTERACTIVE has reached out to HKMC for more information. 

Colin Pou, executive director and CEO of the HKMC, said, “One of the HKMC’s missions is to promote the development of the retirement planning market. Since the launch of the three products under the ‘HKMC Retire 3’ from 2011 onwards, we have helped over 45,000 customers enhance the quality of their retirement lives.”

This campaign follows HKMC’s recent appointment of GAIA as its sole agency for the Retire 3 account through 2027. The scope includes creative development, media planning and buying, event management, PR, and celebrity partnerships. Notably, GAIA has held onto the Retire 3 account since 2021, winning competitive pitches four years in a row, a rare feat in a region known for frequent agency shakeups.

HKMC’s sustained trust in GAIA underscores the agency’s creative excellence, strategic precision, and proven track record in delivering integrated, talk-worthy campaigns that resonate. By thinking big, executing flawlessly, and remaining relentlessly human, GAIA Communications stands as a prime example of boutique brilliance in Hong Kong’s advertising scene.

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