「守護者聯盟 4 HK」的7位成員。相片:Facebook

《復仇者聯盟4》24日在香港上映,院線票在半個月前就已引發了搶購,有影迷買了早上6點電影票。當天,香港特區政府的7個部門吉祥物也及時「抽水」(「蹭熱點」),推出了「守護者聯盟4HK」。「4HK」取「for Hong Kong」的諧音,即香港版。

「守護者聯盟4HK」的7位成員,從宣傳圖可以看到,佔據C位的任何仁是消防處代表,清潔龍阿德則為清潔香港大使,大嘥鬼為「惜食香港」運動的宣傳代表,滴惜仔就是水務署的吉祥物,這4位吉祥物形象比較出名。另外,度天隊長是天文台的代表,尚無自己的專頁,B仔是香港生物多樣性節吉祥物,匿獅Lion是「健康香港2025|郁一郁.健康啲」宣傳運動的角色。

這7個吉祥物形象都在粉絲專頁發了「單人」照,配上角色介紹,而且還有模有樣地打上了模仿漫威Marvel標誌的logo,有網友稱贊:「這是有史以來最成功的跨部門合作。」

吉祥物宣傳的策略早就被香港多個政府部門沿用。去年11月香港消防處宣傳新成立的粉絲專頁,並同時推出寓意為「任何人都可以救人」的「任何仁」形象,由真人穿上一件藍色特技衣扮演,外形滑稽,一推出就引爆熱點,各種惡搞改圖湧現。而這也是消防處的本意,他們也趁勢發佈搞笑短片,傳達了緊急救援的知識,同時宣傳了自己的工作成果。

消防處在香港市民心中的威望頗高,根據香港大學最新民調,在所有紀律部隊中,消防處已經連續7年位列市民滿意度榜首。而這一次「任何仁」的宣傳手法,脫離以往官方宣傳的窠臼,令人耳目一新,錦上添花。

據消防處介紹,「任何仁」只是由社區應急準備課團隊創作出來,拍攝宣傳片當日只是想讓市民代入角色而選擇有肚腩的同事,成本亦甚低,只需要一件藍色特技衣,未料惡搞竟會爆紅。

「守護者聯盟4HK」的大嘥鬼是香港環境局斥資160萬港幣設計的形象,擁有自己的生日和童年故事:過去揮霍無度,浪費食物、濫用資源,但是及時覺悟,反思己過,以自身為反面例子,宣傳愛惜糧食的信息。推出這個吉祥物形象的環境局局長黃錦星稱,現時已看到減廢逐步取得成效,目標在2022年或之前把香港棄置在堆填區的人均廚餘量減少至推出大嘥鬼時的四成。

「清潔龍阿德」的身價約90萬港元,曾經因為推出一首關於清潔的歌,而獲網民支持踏上音樂節舞台。

天文台的吉祥物則「物美價廉」,是2013年天文台為慶祝部門成立130週年而設計的「英雄人物」,設計費用為2萬元,由小學生設計比賽而來,之後每年花費不超過2萬元宣傳。不過當時天文台同時推出了8個吉祥物,有網友說分不清形象區別。

Asia Times Financial is now live. Linking accurate news, insightful analysis and local knowledge with the ATF China Bond 50 Index, the world's first benchmark cross sector Chinese Bond Indices. Read ATF now. 

Join the Conversation

9 Comments

  1. I would like to thnkx for the efforts you have put in writing this web site. I’m hoping the same high-grade website post from you in the upcoming also. Actually your creative writing abilities has inspired me to get my own web site now. Actually the blogging is spreading its wings fast. Your write up is a good example of it.

  2. I loved as much as you will receive carried out right here. The sketch is attractive, your authored subject matter stylish. nonetheless, you command get bought an shakiness over that you wish be delivering the following. unwell unquestionably come more formerly again since exactly the same nearly a lot often inside case you shield this hike.

  3. Hey there. I found your blog by means of Google at the same time as looking for a comparable matter, your site got here up. It seems to be good. I have bookmarked it in my google bookmarks to visit then.

  4. I am only commenting to make you be aware of of the magnificent encounter my friend’s daughter undergone studying your web page. She came to find several issues, which include how it is like to have a great giving nature to make many others clearly know precisely certain extremely tough matters. You really did more than our expected results. Thanks for giving those informative, safe, edifying and even unique tips on this topic to Ethel.

  5. A lot of thanks for your whole efforts on this website. My mom enjoys conducting investigation and it’s really simple to grasp why. A number of us know all concerning the lively tactic you provide practical tips and hints on the blog and even inspire contribution from other individuals on that concept plus our favorite child is certainly being taught a great deal. Take advantage of the remaining portion of the new year. You have been performing a good job.

Leave a comment

Your email address will not be published. Required fields are marked *