Brand Campaign /
The essence of branding campaign is to tell a story. The story is to illustrate a value proposition, portray an aesthetic impression and cultivate an emotional appeal.
WTC More is a mall situated at World Trade Centre (HK), a commercial complex. Because the name by initial has no association with shopping or fun, when we’re approached with the branding task, we twist WTC to stand for ‘World Trend Circle’. It well fits a mall and its international positioning.
The new narrative is publicized to trendy shoppers in Hong Kong, thru a marketing campaign in a series of 12 images each with a story to tell.
Each design involves ‘Styling + Photography + Graphic Retouch of the Scene’.
As a mall, we’ve to be neutral with all tenants. Therefore, we’re required to design and tailor our own outfits for the models, instead of buying from any brand. It's a serendipitous experience to be fashion designers, thru wide research and study on clothing design, fabric, tailoring, accessories, make-up, hair and fashion trends.
(Courtesy of Ms. Mandy Yuen, Tiffany Chan)
WORLD TRENDS CIRCLE
02 Dec 2015
WORLD TREND IS ...
02 Dec 2015
The concept of ‘World Trend Circle’ is elevated from a material to spiritual level.
Instead of a worldwide circle of trends, World Trends can be a more abstract ‘Attitude’ (i.e. C stands for Conviction / Charm / Confidence).
Graphic style deliberately goes for abstract and geometry (retrieved from mall interior), so as to contrast with the scenic approach of the previous phase.
CAROUSEL / CITY / COUNTRY / COSMO
02 Dec 2015
In a broader sense, World Trends can happen everywhere, not only around the World but also in every scenario, because it’s in our hearts.
World Trends at WTC More transcend nationality, environment and time. It just happens whenever shoppers step into the mall.
We craft four scenes of diverse nature (i.e. C stands for Carousel / City / Country / Cosmo) to illustrate the story.
This new series also enriches the concept of 'World Trends' with an extra meaning. In every version, the character is involving in a ‘fostering task’ (i.e. building a puzzle / weaving wool / growing plants / painting).
It symbolizes that World Trends of the mall are not just statically good, they’re ever evolving forward.
02 Dec 2015
1+1=MORE
It is an all different direction for the WTC More brand.
There are different trades (fashion / dining / entertainment), which usually are featured in advertising for malls.
We ‘mix & match’ those trades to create a fresh and unique styling for the character in the Ad (i.e. a guitar is fused with the handbag and blouse).
Moreover, since the mall is called ‘WTC More’, the idea rightly echoes the name by explaining how it is MORE, which is expressed as the slogan: ‘1+1=More’.
02 Dec 2015
THE TOWN IS EVER NEW
In the brand campaign for New Town Plaza, we conceive a slogan of ‘The Town is Ever New’. It simply resonates with the name of the mall and tells the greatest attraction of it.
The slogan is further elaborated in an Ad. ‘New Arrival’ is a big excitement in fashion world. At New Town Plaza, the arrival is so prompt that it is ‘Ever New’. The whole story is wrapped up by a tagline: ‘Ever New Arrival / 新意盛放 . 一霎千飾’.
Such promptness is visualized and dramatized by a model jumping parachute. The latest fashion delivered from around the world, directly land at the mall from planes, just can’t wait for the logistics.
02 Dec 2015
DRESS UP THE TOWN
When ‘The Town is Ever New’ is built into equity of the brand, the consecutive campaign in the next year is purposed to sustain the brand story. The idea is to elaborate ‘How to keep the Town ever new?’.
While keeping the TOWN as the focus, we ‘personify’ the mall and make it the subject of enhancement (i.e. to be Dressed UP / Flavored Up / Touched UP / Cheered Up). The four versions also rightly cover all trades of the mall.
02 Dec 2015
The brand story lives and keeps evolving. First, we set the vision for an ‘Ever New Town’. Then, we talk about how to do it. For the 3rd take of ‘The Town is Ever New’ campaign, we show how that accomplished Ever New Town looks like.
The Town is the focus. We visualize three aspects of that Ever New Town: The Town of World Chic / Vivid Beauty / Fine Flavor. That is the actualization of the ‘Ever New’ concept, and the actual benefit the mall is to bring to shoppers.
Story of ‘The Town is Ever New’ is completed.
THE TOWN OF ...
02 Dec 2015
SHOP DIFFERENT
The agenda is to transform a typical mall into a special destination to visit. Malls in Hong Kong are characterized by being too standardized. The concept is to reimagine a normal commercial space into a ‘European-style Shop Street(s)’, which is intimate, lively, and collaged with diversity.
The experience is so foreign, yet it is here in Hong Kong. The idea is summarized in a theme: ‘Shop Different . Next Door’.
02 Dec 2015
A VISION OF HOME
Gold Coast Residences offer an incomparable horizon outside every apartment. It is a rare choice of accommodation in Hong Kong, where living space is cluttered and extremely urban.
Our task is to candidly and strongly convey that selling point. The photos in the design are actually taken at site. The landscape layout and curved borderline are to emphasize greatness of the view.
The tagline ‘A Vision of Home in Hong Kong / 優活「景」界’ carries two meanings. It is actually a stunning vision from a home. It is also a vision (aspiration) for residents in Hong Kong.
