MTR Escalator Safety
Here is the challenge. It has to be intimidating when raising safety awareness effectively, however, we can not go too scary and bloody, because MTR is a very mass brand. To solve this dilemma, we dress the reckless passengers with funny costumes, dramatising the consequences of reckless behaviours on escalators. The tone and manner is approachable and the storytelling is humorous, but at the same, most importantly, the key message is still crystal clear: always stand firm and hold the handrail!