Summer Series

The Summer Series signalled a bold evolution for the Hong Kong Jockey Club, introducing later start times at Sha Tin Racecourse and reframing the race experience through the lens of lifestyle, entertainment, and cultural relevance. We aimed to differentiate this new proposition from the well-known ‘Happy Wednesday’ series, crafting a distinctive brand narrative that would resonate with digitally native Gen Z audiences and long-standing racegoers.

 Set against the atmospheric backdrop of Sha Tin’s golden hour, the hero film captured the campaign’s core themes, laid-back summer evenings, local culinary culture, exclusive merchandise drops, and headline performances from Hong Kong’s leading bands and artists. The creative direction adopted a relaxed yet refined aesthetic, featuring soft lighting, warm tones, and sweeping visuals that elevated the experience beyond sports and into lifestyle territory.