Wellcome x 18 districts

Year / November 2025

Category / Store & Tram shelter OOH

Position / Creative

About/

【 Every Trolley Tells A Story】

To celebrate WELLCOME’s 80th anniversary, we journeyed across Hong Kong’s 18 districts to capture authentic local stories through the WELLCOME trolleys.

As part of the campaign, 18 visuals follow WELLCOME's iconic red shopping trolley as it journeys through the city, highlighting how the supermarket has cared for the daily needs of neighbourhood residents with quality, fresh ingredients.

Each location revealed WELLCOME's unique role in that community, with Key Visuals featured across storefronts and tram shelter advertisements in Causeway Bay and Tin Hau, which sparked emotional connections throughout the years.