Chow Tai Fook emphasises 'sincerity and eternity' of jewellery

The campaign is being initally launched in Hong Kong but is set to roll out in Mainland China over the coming months,

The campaign centres around a 60-second TVC, along with two other 30- and 15-second versions. In addition, print and outdoor advertising elements will be utilised. In Hong Kong, the campaign will be featured on TVB, ATV, i-cable, News Express and Roadshow.

Iris Lo, managing director and ECD of Draftfcb Hong Kong explained that the creative idea behind the campaign was that Chow Tai Fook empathises with people's most sincere and memorable moments, such as older people holding hands and important events like weddings.

“Chow Tai Fook Jewellery has been in business for more than 80 years and is a widely recognised brand not only because of its product range but also its brand essence, which is expressed with 'sincerity and eternity' stressed in the new campaign.The script for the TVCs has a double meaning with Chow Tai Fook, or a person, talking emotionally about their special moments to place heavy brand emphasis on eternity and sincerity,” Lo added.

Draftfcb picked up the Chow Tai Fook account in November last year.

Chow Tai Fook currently has a network of over 1,300 outlets concentrated mostly in Hong Kong and China.

Credits:

Project  Sincerity & Eternity
Client  Chow Tai Fook 
Brief  Enhance the brand essence: Sincerity and Eternity
Agency  DraftFCB Hong Kong         
Executive creative director  Iris Lo            
Creative director  Joseph Wong
Art director  Tony Tsang
Copywriter  Iris Lo, Stella Chung
Agency producer  Sherly Tasman
Account service  Benny Ko, Kenny Wong
Production company  Film Factory
Media  TVB, ATV, I-Cable, Newsline Express (Rail TV) & Roadshow (Bus TV)