What makes an advertisement truly captivating? Is it the star power of celebrities, or the emotional resonance of a compelling story? In a media landscape undergoing dramatic transformation, the answers are shifting.
The rapid rise of digital marketing and emerging technologies—such as AI-generated video platforms, virtual models (Vmodel), and virtual influencers (Vtuber)—is reshaping the industry. Cultural trends are also evolving, from Generation X’s pragmatic values to Generation Z’s emphasis on diverse self-expression and Generation Alpha’s tech-native identity. These shifts are not just challenges but opportunities for Hong Kong’s creative minds to break free from constraints and craft works that resonate both functionally and emotionally.
The story of Basil Cheung, a graduate of The Chinese University of Hong Kong (CUHK), is a microcosm of the wave of creativity sweeping through the industry. Basil, named to the Dean’s Honours List for CUHK’s Master of Social Science in Advertising program, has built a career as a brand strategist after graduation. He worked with Hong Kong’s first virtual insurance company, edtech startups, and global unicorns like Uber and GOGOX to navigate their IPO journeys. Driven by the thought “follow your heart,” he transitioned through roles at five startups, tailoring unique brand experiences for new ventures, social enterprises, and NGOs. His approach combines brand storytelling, art and design, public relations, and ESG initiatives to amplify social impact.
Last year, Basil returned to his alma mater as a guest lecturer to teach the Master of Advertising course at the School of Journalism and Communication, sharing his knowledge and experiences with the next generation. In this exclusive interview, he reflects on his career, creative philosophy, vision for the future, and the twists and turns of entrepreneurship.
Stepping Out of the Comfort Zone: From Adman to Startup Adventurer
For many, climbing the corporate ladder in established companies defines “success.” For Basil, however, life’s richness lies in unconventional choices.
Basil grew up in a household where creativity is a way of life—his father a product designer, his mother a graphic designer. Surrounded by art and design from an early age, he naturally developed a deep appreciation for aesthetics and innovation. Adding to this creative lineage, his uncle’s stories of working in Hong Kong’s golden age of advertising further fueled his fascination with the industry. Driven by an unwavering passion for creativity, Basil pursued a career in media and advertising, eventually earning his master’s degree in advertising from The Chinese University of Hong Kong.
Basil jokes that traditional employers might view his resume as “messy,” having switched jobs eight times across 15 years—including three ad agencies and five startups. Yet, he sees this as a strength. After nearly a decade at global agencies like Leo Burnett, Ogilvy & Mather, and McCann Erickson, collaborating with giants such as P&G, Pfizer, Swire Group, and Cathay Pacific, he took a leap into the unknown world of startups.
It began with a seemingly casual suggestion from a GOGOVAN (now GOGOX) co-founder: “Treat it as taking a year off. Try it for a year, and if you don’t like it, you can always return to advertising.” Basil embraced the challenge with a “go with the flow” mindset, which leads to “unexpectedly opened doors to new opportunities.”
However, the startup world is far from being as carefree as it seems. Many describe working with younger generations as “challenging,” but after collaborating with people from all walks of life, Basil has developed his own philosophy: “I used to be stubborn and overly critical. But after working with individuals with different personalities and backgrounds, I realized that many things are beyond our control. So, why not adopt a non-judgmental mindset and give others the space to express their ideas? One might be surprised by the unexpected insights that arise, leading to even better collaborations.”
On his adventurous path, one guiding principle came from his mentor, John Tsang Chun-wah: “The only thing that is predictable is its unpredictability.” This embrace of uncertainty helped Basil appreciate the power of serendipity—seizing opportunities amid life’s randomness while making appropriate choices at crucial moments. He also draws inspiration from the “Murphy’s Law” depicted in Interstellar: “It’s not that bad things will happen, but that what is meant to happen will happen.” This philosophical balance between life’s chaos and inevitability shapes his calm, adaptable approach to work and life today.
“EMO” as Inspiration: Basil’s Creative Philosophy
When people talk about “creativity,” they often perceive it as an elusive, almost mystical talent—something only a rare few can grasp. However, Basil offers a fresh perspective with a term that has become all too familiar in modern discourse— “EMO” (short for “emotional”).
“Nowadays, many people feel EMO, whether due to social pressures, life stress, or other reasons. Emotions have become heightened, and people are more easily touched by the world around them. But I see this as a blessing,” he explains. To Basil, being emotional isn’t a flaw; it is the very spark of inspiration.
“Being EMO means having the sensitivity to acknowledge and embrace your emotions, whether they are joyful or melancholic.” In his view, creativity is not an unattainable gift but a process of excavating and amplifying emotions, transforming them into meaningful works. “As long as you feel something—as long as you are emotionally perceptive—you already have an idea forming in your mind. You just need the right method to release it.”
“In 2018, Forbes pointed out in a survey that modern consumers no longer make decisions purely based on transactions; they seek emotional resonance with a brand’s values. No matter how brilliant your idea is, social enterprises and businesses alike must learn to tell their stories well to forge long-term relationships with their audience. Simply focusing on your product and operations while ignoring storytelling is missing the point,” Basil remarks.
He humorously compares branding to relationships: “A company without a compelling story is like a wealthy heir flaunting designer goods—impressive, but ultimately unrelatable.” A good brand story, like a heartfelt confession in romance, needs more than just listing achievements. “When you express your feelings to someone you like, you don’t just say how much money you have—you share your experiences, emotions, and values, creating a sense of connection. The same applies to branding. A brand must communicate through stories rather than coldly declaring its greatness.”
From Branding to Social Enterprises: Stories as a Bridge for Social Impact
“A fellow advertising professional once asked me, ‘Do you love advertising for what it truly is, or do you just enjoy the chill lifestyle it offers?’” Basil reflects. “I often ponder the meaning of advertising and whether my love for it is genuine.”
To many, advertising is a commercial endeavor, but Basil sees it as a social science. “Advertising reflects culture and trends. It tells the stories of communities and evolves alongside them.” This belief led him to establish Elio Brand Consultancy in 2023. Named after the Italian word for “sun,” Elio represents his mission: to infuse brands with both cultural heritage and forward-thinking sensibilities, allowing them to shine.
Basil frequently collaborates with social enterprises, NGOs, and community organizations, inspired by their passion and dedication to underserved communities. He believes social enterprises must harness the power of creative brand management to address their core values and social missions. “Good branding doesn’t just raise awareness—it also enhances commercial viability, fostering shared value and mutual success between businesses and society.”
For Basil, this is social innovation—using storytelling as a bridge to create deeper, more powerful connections between businesses, brands, communities, and society. His vision is for people to move beyond being mere observers and become active participants in social change.
He emphasizes that the future will be decentralized, where each community will have its own unique cultural identity and communication strategies. This makes branding and storytelling even more crucial. He recalls working on a branding project for Bendito Cafe in Yuen Long, where he discovered that the cafe wasn’t just about coffee—it was about providing workshops for children with special educational needs (SEN), creating a warm and inclusive space for the community. “What truly moves people goes beyond the coffee itself—it’s the meaning and emotional connection behind it. That’s what naturally attracts those who resonate with its story.”
In branding, ‘sentiment’—the emotional response a story evokes—is crucial. Basil compares it to adjusting a flame: “Too intense, and it overwhelms; too weak, and the message gets lost. The goal is to find harmony in diversity—to create a universal connection while maintaining the brand’s unique essence.”
Reflecting on his journey, Basil, who grew up with the ethos of a ‘Happy School’ education, often emphasizes that true fulfillment comes not just from personal joy, but from sharing it with others and society as a whole. A journeyer traversing multiple roles—educator, entrepreneur, social enterprise collaborator—he remains steadfast on a singular path: driving change through creativity and conviction. He envisions a future where education transcends boundaries and rigid frameworks, empowering students to co-create knowledge and adapt to upheavals. Meanwhile, he urges businesses to anchor themselves in commitment to social responsibility, prioritizing employee well-being and community care as cornerstones of a brighter tomorrow.
As a journalism and communication professional devoted to the pursuit of completeness and beauty, how does Basil keep his creative instincts sharp? “Self-learning is essential. Ever since the rise of AI, the pace of knowledge and technological transformation has accelerated so rapidly that there’s no time to wait or rely on secondhand information to understand the world. Learn the rules of the future, and cultivate a mindset of continuous adaptation.”
To young entrepreneurs, he offers a mantra: “Release your grip on career-planning. Cultivate the courage to ‘afford losses.’” Quoting a line from the film KANO, he says, “Don’t think about winning—think about not losing.” This mindset has taken him farther than he ever imagined, allowing him to see the world with greater depth and clarity.
Editors: CUHK ORKTS and Noah Qiu (CUHK MA Student in Literary Studies, Inno-Ambassador)
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