Bowtie – HKSAR’s 8th Term Re-elected Bowtie Senior Advisor

Bowtie, Hong Kong’s first fully virtual insurer, needed to stand for more than affordable coverage. It needed to make a case for choice.

Feva cast former Financial Secretary John Tsang in a fictional public address, staged after an iconic scene from the beloved Cantonese film Golden Chicken 2（金雞2）. In this imagined future of 2047, John speaks to a Hong Kong where much remains uncertain. But one right has been secured for every citizen: the freedom to choose the right insurance, on their own terms.

The film launched during a charged moment in Hong Kong and resonated deeply with a community that understood exactly what autonomy meant.

To bring the campaign off-screen, Feva staged a 派糖 event in September, distributing 6,000 lollipops called “真保珠” on the streets. Each one carried a QR code leading to Bowtie’s website, turning a beloved cultural ritual into a full O2O journey. With the tagline 攞真保珠，攞真保障, the act of 前財爺派糖 drew wide media coverage and made the campaign’s message tangible: insurance, like everything else, should be a right you can actually exercise. The campaign earned extensive earned media across Marketing Interactive, Mumbrella Asia, 明報, and hket — without spending a dollar on PR.

https://www.facebook.com/johntsangpage/videos/2312764645656852/