As HKUST celebrates its 35th Anniversary, a new wave of brand promotion is bringing the University's story beyond campus and into the daily lives of the Hong Kong community. Building on a series of high-visibility branding initiatives, from bus body, tram body and airport lightbox advertisements to lamp post buntings on Hong Kong's roadways, the latest phase expands the campaign's reach to MTR trackside digital panels throughout the city. Featuring three dynamic 10-second videos, the campaign showcases HKUST's legacy, impact, and future vision, reaching millions of residents and commuters every day while reinforcing the University's presence across the community.
Running from 14 September to 25 October, the campaign forms part of our broader effort to enhance HKUST's visibility and reinforce public awareness of the University's contributions to Hong Kong, the nation, and the world. Through concise yet visually compelling storytelling, the videos capture the spirit of innovation and excellence that has defined HKUST over the past 35 years.
A distinctive feature of the campaign is its collaborative creative process. The videos were developed in partnership with students from the Division of Arts and Machine Creativity (AMC) under the Academy of Interdisciplinary Studies, combining cutting-edge AI-generated visuals with artistic creativity to bring the HKUST story to life. The collaboration reflects the University's commitment to interdisciplinary education and provides students with a unique opportunity to contribute directly to a high-profile institutional branding initiative.
The campaign features three complementary video narratives that together present a dynamic portrait of the University:
• Innovation in Our DNA
The first video highlights HKUST's pioneering spirit and commitment to transforming knowledge into impact. Through striking visuals featuring robotics, drones, artificial intelligence, and advanced technologies, it conveys a powerful message that has guided the University since its founding: every breakthrough begins with the courage to challenge the impossible.
• 35 Years of Impact and Excellence
The second video celebrates HKUST's achievements over the past three and a half decades. Since its establishment in 1991, HKUST has grown into a globally recognized institution at the forefront of education, research, and innovation. Beyond academic excellence, the University has cultivated a dynamic entrepreneurship ecosystem that has given rise to more than 2,000 active startups, including 11 unicorns. Altogether, 23 of these startups have successfully expanded their reach and impact through IPOs or M&A transactions, demonstrating HKUST's ability to translate innovation into tangible economic and societal value. It also highlights key areas of strategic strength, including artificial intelligence, aerospace, 6G communications, the low-altitude economy, and marine sustainability.
• Shaping the Future
Looking ahead, the final video reflects HKUST's vision for the future. Combining cinematic campus imagery with inspiring scenes of frontier exploration, from the deep sea to outer space, it portrays the University's continued pursuit of discovery and its growing role in supporting Hong Kong's future development, including opportunities arising from the Northern Metropolis University Town.
Celebrating Our Story Together
More than a branding campaign, this initiative is an invitation for the entire HKUST community to celebrate the University's remarkable journey and ambitious future.
The next time you pass through an MTR station, keep an eye on the trackside digital panels and see whether you can spot one of the HKUST videos. If you do, take a photo or short video and share it on your social media channels. Every post helps amplify the HKUST story and showcases the innovation, excellence, and impact that have shaped the University for 35 years.
Together, let's share the HKUST story with the city and inspire the next generation of innovators, creators, and changemakers.
