Background:
Although having a high value of travelling expereince, the Star Ferry is now facing a problem of decreasing passenger volume. Passengers on the Star Ferry can enjoy the beautiful harbour view within the short period of travel and at the same time being able to breathe in the refreshing air and feel the gentle wind from the sea. Therefore it means more than just a mere transportation tool, it is an unique travel experience.
Idea:
The problem of crowded living environment, heavy workload and the pursuit of money in Hong Kong stress a lot of the local people. They are more like surviving(生存) rather than living(生活). In Chinese, the word 'surviving'(生存) and the word 'living'(生活) are very alike, only distinguished by a single character but their meaning is really different.
Surviving means people only satisfy with surface and substance’s want such as money, house and Social status etc. Instead of surviving(生存), living(生活) is seeking for the intrinsic needs of the soul which can be given by the nature and freedom.
So, what I want to express is that surviving(生存) and living(生活) is just separated by a slight difference, as thin as a single line. By telling them to enjoy the travelling experience of the Star Ferry, I want to remind the Hong Kong local people to live and enjoy life rather than struggling to survive all the time.
Target audients:
People who live in Hong Kong
The upper side of 'surviving'(生存) showing most of the middle-class of Hong Kong people work hand to earn money but still trapped on buying house. What is more, the house is crowded and small.
Therefore, comparing with crowded living environment in Hong Kong, Star Ferry have provide a more space on the ferry and a wide sea view which provide a place for people can apart form the crowded living environment to enjoy ‘living’
（生存) in Star Ferry.
Hong Kong as an international Finance City, it seems money equal to 'surviving'(生存). Therefore, money always takes into the first consideration no matter when you select the subject in University or job. However, money can only fulfill your substance’s want but the stress of money problem and no time to rest also fulfill your life.
However, only a cheap price to travel Star Ferry, it can become a life buoy to stay away from the stress of money to seek for real living.
The upper side of 'surviving' (生存) showing the busy and dense working environment in Hong Kong. They often work over night, facing the files and project of the window in the computer.
However, you can enjoy the night view of the victor harbor from the window in the Star Ferry if you just make a slightly change. Therefore, a bit change can make a big different from 'surviving'(生存) to 'living'(生活)
