U Magazine is the most popular travel magazine in Hong Kong. This ambient piece originates from the insight that once you start reading its attractive travel content, the journey virtually starts in your mind. To arouse interests among consumers, flight window stickers with the line “Read and let the journey begin” are pasted onto windows on mini buses, where most passengers read magazines or newspaper to kill time on their journey.

“Read and let the journey begin.”

Advertising Agency: JWT, Hong Kong
Creative Directors: Steven Lee, Hugo Yiu
Art Directors: Pooh Tang, Ada Wong
Copywriters: Steven Lee, Hugo Yiu, Jesse Wong
Photographer: Dick Chan
Retoucher: Ricky Au