Hong Kong experienced a momentous year that affected all parts of society. Many key local and summer events were canceled. Amidst this historic movement, Sun Entertainment, William Chan Design and FWD (‘the Joint Organizers’) jointly brought a breath of fresh optimistic air to the city, echoing the positive brand voice of the organizers in all of our efforts. Targeting to develop new audience bases and strengthening connection with families while engaging the mass by recalling their favorite memories in interactive ways, it was not only important for the Joint Organizers to avoid controversy, but to build on its brand awareness and make a positive impact to the brand and the society in this partnership with Studio Ghibli creatively. When the two event venues were located in popular violent protest areas, the Organizers did not hold off on sponsorship. On the contrary,they endeavored to inject positivity and happiness to Hongkongers with its partnership with Studio Ghibli.