🤝 MOX
🧠 BYFA
🎨 STEPHEN CHUNG , MONN MAK , HELEN LAU , SHAN , FABIAN LAM
👔 SHADOW CHAN , CHAM
🧑🏻🎓 YAN YAN , YUKI
MOX
“補糧局” CAMPAIGN 2025
FT. SOHO
Mox Bank’s “補糧局” (Bureau of Salary Growth), cleverly named as a Cantonese homophone of Po Leung Kuk, redefines how financial promotions connect with audiences. Featuring SoHo as the 局長 (Secretary of the Bureau), the campaign communicates three key initiatives: enhanced savings, rewarding payroll transfers, and welcome bonuses.
The photography presents SoHo in a strong, authoritative stance, reinforcing his satirical role as the head of this fictional bureau. By weaving in humour that plays on Hong Kong’s cultural lexicon, the campaign makes financial empowerment memorable, striking a balance between witty storytelling and practical benefits.