The campaign, developed by branding and design consultant BrandWorks Asia, follows a recent renovation of the Pacific Place premises.
The agency’s work includes the campaign concept and idea, print and outdoor ads, BTL and on-site materials, campaign website and mobile site ppxmas2011.com.
Stephen Hoo, managing director of BrandWorks Asia, said instead of the conventional visuals of cherubs, the key visual of the campaign are children and young adults with a joyful smile. "Our campaign captures the magical moment when they meet their angel this Christmas, and everyone is and has angel in their lifes," Hoo said.
Mobile site apps are available on iPhone and Andriod smartphones with an QR corde, allowing shoppers to view X'mas activities at Pacific Place and send the X'mas cards to their friends.
The print component is running extensively in SCMP, Ming Pao Weekly, Cosmopolitan, Esquire, Bazzar, and PP’s in-house magazine My Place.
Credits
Client Pacific Place
Project 'My Angel, My Christmas My Place'
Agency BrandWorks Asia
MD Stephen Hoo
Creative team Yihong Hsu, Greg Sutcliffe
Account servicing Natalie Wong
Photographer Raymond Ng
Producer Joe Lam
Retouch Amazing Digi
Exposure print, OHH, online, mobile
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