At a time when travel feels like a checklist, global travel and experiences platform Klook partnered with Grey Hong Kong to bring back the feeling, through the eyes of a goose that follows instinct, not plans. The “Go Wild with Travel” campaign reframes travel for Hongkongers as a spontaneous and joyful escape.
The campaign builds on the momentum of last year’s campaign and the recent global initiative The Best You, the partnership marks a shift in tone and territory — from coordination and checklists to instinct, curiosity and discovery.
The campaign draws from Klook’s Travel Pulse study, which shows that today’s travellers are increasingly seeking meaningful, experience-led journeys — ones driven by instinct, emotion and the freedom to explore.
Leading the way is a goose — a stand-in for the travellers. Bold, impulsive and impossible to pin down. With “goose” and “me” sounding alike in Cantonese, the character becomes a deeply local and personal symbol. Klook believes life shouldn’t be limited to daily routine; it should be filled with moments to break free and explore, just like the goose.
The entire campaign was brought to life using AI, starting with a mystery: Hong Kong’s iconic goose statue had, it seemed, taken flight. A fake out-of-home stunt showed the bird soaring across the city and which quickly went viral across Instagram and Threads. The campaign continues to unfold throughout the summer with street-level activations and playful content, creating a citywide buzz.
Klook’s PLAY, STAY, and MOVE offerings turn these break-free moments into reality. PLAY unlocks over 500,000 unique experiences. STAY provides affordable accommodations with bundled transport. MOVE enables seamless travel across Japan, Europe and beyond. Together, they support spontaneous exploration while Klook handles the logistics.
“Inspired by the old tale of the Ugly Duckling, the campaign is about how a journey can help you find your place in the world — not by fitting in, but by following your own path,” said Duffy Lau, Managing Director at Grey Hong Kong. “Klook has always been about discovery. Our job was to help that spirit take flight in a way that feels fresh, fun and deeply local.”
“Forget travel bucket lists — travel doesn’t always require a plan,” said Winnie Chan, Marketing Director at Klook Hong Kong & Macau. “At Klook, we believe ‘best’ is personal. Our PLAY, MOVE and STAY offerings are designed to unlock meaningful adventures and help you discover your best self through travel.
“The entire campaign was built using AI to open creative possibilities. We brought the goose to life and let it travel the world — turning a simple idea into something people could spot, share and smile at,” said Rick Kwan, Executive Creative Director at Grey Hong Kong.
As a tech-driven travel company, innovation is part of who we are — it’s in our DNA,” said Winnie Chan.
Go Wild with Travel will continue to unfold over the coming weeks with talk-of-the-town activations across Hong Kong.
Credits
Grey Hong Kong
Duffy Lau, Managing Director
Rick Kwan, Executive Creative Director
Owen Smith, Chief Strategy Officer
Sonic Choy, Creative Partner
Fred Yeung, Account Director
Ivan Kwong, Associate Account Director
Yolanda Luo, Associate Strategy Director
Seth Lau, Senior Art Director
Sing Chan, Associate Creative Director
Samantha Ng, Copywriter
Yu Chow, Senior Art Director
Natalie Chan, Senior Copywriter
Oliver Samuelsen, Senior English Copywriter
Tin Tong, Associate Creative Director
Dorothy Lee, Senior Producer
Klook Hong Kong
Winnie Chan, Marketing Director, Hong Kong & Macau
Jane Leung, Associate Director, Brand and Vertical Marketing
Florence Fung, Manager, Brand and Campaign
Kristen Yeung, Associate Manager, Brand Creative & Design
Jia Yi Chan, Associate, Brand and Campaign
Kentus Choy, Marketing Manager, Content & Communications
Clara Lee, Manager, PR & Communications
Zita Leung, Associate Manager, Content & Social
Eeyore Lau, Marketing Associate, Content & Communications
Candy Tsang, Senior Marketing Associate, Content & Communications
Aska Cheung, Senior Marketing Manager, Partnership & Affiliate
Kimmy Wong, Senior Marketing Associate, Partnership & Affiliates
Kinni Yau, Manager, Performance Marketing
