Tag: outdoor activation

Hong Kong – The Hong Kong Tourism Board (HKTB), in partnership with Grey Hong Kong, has unveiled the ‘Endless Joy’ float, a vibrant tribute to the city’s unique fusion of tradition and modernity, just in time for the Lunar New Year celebrations.

The ‘Endless Joy’ float captures the festive spirit of the Year of the Snake, representing interconnected blessings and prosperity for all. Showcasing Hong Kong’s iconic skyline, it features snake-shaped elements and rings inspired by the Chinese Knot, symbolising unity and boundless joy.

The centrepiece of the float is a large LED lantern featuring a video collaboration with renowned artist Sija Hong. Her work combines traditional Chinese motifs with modern art, showcasing familiar Hong Kong scenes like temples, horse racing, the wishing tree, and flower markets.

The float also displays Hong’s vibrant illustrations and unique style. Her cultural perspective shines through, blending modern colours with detailed craftsmanship to celebrate Hong Kong’s heritage and innovation.

Samantha Fan, general manager of marketing at HKTB, said, “This collaboration reflects Hong Kong’s spirit—where East meets West, and tradition embraces modernity. We wanted to showcase the city’s cultural diversity while infusing the float with creativity and joy, inviting everyone to celebrate an unforgettable Lunar New Year with us.”

Desmond Li, executive director at Grey Hong Kong, also commented, “The Year of the Snake offers an incredible opportunity to reimagine how we celebrate the Lunar New Year. By combining traditional symbols with modern artistry, we’ve created a float that not only honours Hong Kong’s heritage but also sparks a sense of wonder and excitement for all audiences.”

The ‘Endless Joy’ float will be a highlight of the city’s Lunar New Year celebrations, bringing festive cheer to locals and visitors. Its intricate design showcases Hong Kong’s unique traditions and creative spirit, ensuring a memorable experience for all.

Hong Kong – McDonald’s Hong Kong has partnered with DDB Group Hong Kong to launch a nostalgic 50th-anniversary campaign, featuring the iconic Ronald McDonald benches popping up at 50 locations citywide, kicking off a year-long celebration of the brand’s enduring legacy.

As part of the campaign, DDB Group HK and McDonald’s HK have launched a citywide treasure hunt spotlighting 50 beloved Ronald McDonald benches. The hunt extends online via social media and the McDonald’s app, where participants can scan QR codes at each bench to register their finds and unlock fun facts, along with access to over 500,000 giveaways, including menu items and downloadable digital assets.

The treasure hunt’s grand prize offers a free Big Mac meal every day for a year, awarded to the first 50 participants who successfully collect all 50 stamps.

Additionally, a video featuring Softhard, the iconic Hong Kong rap duo associated with McDonald’s in the early 90s, showcases the pair placing benches in iconic locations across the city, serving as a captivating invitation for Hongkongers to join the treasure hunt. Complementing this, eight shorter videos will be released daily during the first week of the year, each spotlighting the historical significance of these locations while promoting a special daily value menu offer for customers.

As part of the anniversary celebrations, beloved McDonald’s characters like Grimace, Birdie, and Hamburglar will also make a grand return, appearing prominently across major outdoor media throughout the city. Adding to the festivities, a special Star Ferry wrapped in the campaign’s iconic imagery offered free rides to all passengers on the launch day, further amplifying the celebratory spirit.

Speaking on the campaign, Tina Chao, chief marketing and digital experience officer, said, “We are so excited to be celebrating 50 years in Hong Kong in a way that we hope will provide both some comfort of the past and optimism for the future. The fun treasure hunt will be a great way to kickstart our celebration. I’m really looking forward to everyone experiencing what we have planned for further festivities; it’s going to be a fantastic year!”

Andreas Krasser, CEO at DDB Group Hong Kong, added, “This is a very important milestone for one of Hong Kong’s most beloved brands, and we wanted to do something that really connected emotionally with customers. We know from social listening that for many Hong Kongers, the Ronald McDonald bench is somewhat like a time machine, allowing them to walk down memory lane. So, it was a no-brainer to start the 50th anniversary celebration with the bench.”

The Ronald McDonald bench, a globally recognised icon, embodies the cherished familiarity McDonald’s holds in the hearts of its customers. The treasure hunt and anniversary launch campaign will run until February 5th, spanning outdoor, TVC, print, in-store, social, and online media. 

Hong Kong – In an unconventional twist to promote its app, 7-Eleven has teamed up with creative agency Noah to unveil a bold activation: a series of eye-catching graffiti-style artworks delivering a reverse message—“Don’t Download the App.”

The campaign uses reverse psychology to showcase the unique benefits of the 7-Eleven app, with playful messaging that taps into Cantonese slang, urging customers to reconsider what they might be missing out on.

For this campaign, Noah collaborated with graffiti artists to “bomb” bold messages across the city. The use of graffiti creates a striking contrast: while graffiti draws people to the streets, the 7-Eleven app is all about the convenience of staying home. This juxtaposition adds an edgy twist to the campaign’s launch.

Noah enlisted renowned artists, including Hong Kong’s Plumber King, Bunny, Spy, and Yu Wan, to create graffiti art displayed in unexpected locations. From price tags and coffee cups to an iconic wall at select 7-Eleven stores, the artworks were designed to blend seamlessly into the environment.

Gloria Shiu, head of marketing at 7-Eleven Hong Kong & Macau, said, “At 7-Eleven, we’re always looking for innovative ways to connect with our customers. We are determined to break away from conventional marketing and engage audiences with wit and creativity. By telling people not to download the app, the campaign aims to inspire them to explore its features and experience the convenience for themselves.”

Rachel Wong, co-founder of Noah, also shared, “By embedding art into everyday 7-Eleven elements, we’ve transformed ordinary moments into opportunities for discovery. Collaborating with artists like Plumber King ensures the visuals to be as bold and thought-provoking as the campaign’s message.”

Asawin Bear Phanichwatana, creative partner of Noah, added, “This disruptive campaign has already proven that sometimes the best way to say ‘yes’ is to start with ‘no.’”

Thailand – Club 21 Thailand, a distributor of luxury fashion brands, has teamed up with BBDO Bangkok to unveil its first-ever mass communication campaign, ‘Salute the Detail.’ This bold campaign celebrates the craftsmanship of iconic brands and invites a wider audience to connect with Club 21’s unique style philosophy.

The Salute the Detail campaign not only captures the essence of Club 21 but also brings together iconic brands renowned for their meticulous attention to detail, catering to the diverse styles and preferences of its discerning customers.

As part of the campaign, BBDO Bangkok created three captivating short films—Liar vs. Liar—Club 21, Mad Lover vs. Mad Lover—Club 21, and No Manner Person vs. No Manner Person—Club 21. Each film invites viewers to interpret the narratives through their own perspectives, exploring the concept of ‘similarity with a twist in the detail.’

Directed by Cannes Lions-winning filmmaker Wuthisak Anakkaporn, the campaign’s three films artfully capture its essence with the line, “We can’t change your behaviour, but we can change how you look.” This thought-provoking message encapsulates his vision for the campaign, blending intelligence with impact.

The films, infused with poetic language, are crafted to engage and resonate effortlessly with Thai audiences. Each opens with two actors—portraying the same character—who reveal familiar traits yet distinguish themselves through a refined sense of style. 

Through this campaign, Club 21 Thailand seeks to broaden its customer base while nurturing its strong connection with loyal clientele. As the distributor of some of the world’s most iconic fashion labels—such as 3.1 Phillip Lim, Acne Studios, Alexander Wang, COMME des GARÇONS, Issey Miyake, Jacquemus, JW Anderson, Maison Margiela, Mulberry, PH5, Rick Owens, Sacai, Stella McCartney, Thom Browne, and more—Club 21 Thailand continues to champion unique style and meticulous craftsmanship.

Sopavadee Bejrajati, marketing director at Club 21 (Thailand), commented, “This campaign is a brave new step for Club 21 as we embark on mass communication in Thailand for the first time. Our business strategy aims to reach new customers while connecting authentically with our existing base. It is essential for this campaign to reflect the identity and essence of Club 21 perfectly. We have curated a collection of premium brands that stand out in their details and uniqueness, all in one place, to meet every need and express individual style.”

Meanwhile, Thasorn Boonyanate, chief creative officer of BBDO Bangkok, shared, “This project is one of the most exciting I’ve ever worked on. It celebrates the beauty in details, turning the smallest elements into captivating highlights.”

Hong Kong – Carlsberg has revealed its new brand area for the inaugural Hypefest in Hong Kong, showcasing an outdoor bar, a star-studded DJ stage, and a collaborative DIY booth created in partnership with Hypefest.

As the official partner of Hypefest Hong Kong 2024, Carlsberg is poised to enhance the attendee experience with a thoughtfully curated space that seamlessly blends beer, music, and art, creating an exciting lifestyle immersion.

Carlsberg’s DJ stage, inspired by its iconic hop leaf, will come alive as a stunning three-dimensional spectacle for the enthusiastic crowd. With a vibrant backdrop designed to enhance the atmosphere, the brand has also invited a diverse lineup of local and regional DJs to perform in Hong Kong. This promises an electrifying experience, delivering high-energy performances that pulse with quality on the exclusive DJ stage.

Attendees can look forward to an exciting lineup featuring artists like Just Bee, Jerry Haha, Immuno, Dj Yamato Inoue, Jfüng, Katagyal, Twig Needles, Notep, Spookifybros, Xu (Lapsap), And Arthur Yeti. Adding to the excitement is the highly anticipated appearance of Yuka Mizuhara, sister of Japanese model Kiko Mizuhara, who will be flying in from Japan to take over the turntables at the event. 

Meanwhile, Carlsberg’s outdoor bar, inspired by its iconic hop leaf, will be adorned with branded glass bottles, creating a stylish and inviting hangout space. The activation will feature vibrant green lights that enhance the electric ambiance, infusing the area with an extra burst of energy.

The brand will also feature the “Hypefest x Carlsberg DIY Booth.” Attendees who spend over HK$240* at the Carlsberg outdoor bar will gain access to exciting games and the chance to win exclusive collaborative T-shirts—perfect for commemorating the unforgettable moments of Hypefest Hong Kong 2024.

Presented by Hypebeast, the inaugural Hypefest in Hong Kong will take place at the Central Harbourfront Event Space on November 9 and 10. This event will showcase the best elements from previous editions, delivering an unparalleled cultural experience where creativity and culture shine.

São Paulo, Brazil – Corona Cero, the first-ever global beer sponsor of the Olympic and Paralympic Games, has teamed up with advertising agency Grey for its latest ‘Golden Venues’ activation, transporting seats from the Olympic Games venues in Paris to iconic travel destinations across four continents.

Corona Cero’s ‘Golden Venues’ initiative invites fans to celebrate life’s golden moments and reconnect with nature as part of its ‘For Every Golden Moment’ platform. This activation features seats from Paris Olympic Games venues such as Champ de Mars, Grand Palais, and Le Concorde, placing them in breathtaking sunset destinations worldwide.

The ‘Golden Venues’ activation showcases 11 breathtaking outdoor settings across nine countries, including Arpoador Beach in Rio de Janeiro, Brazil, Grand Peninsula Lagonissi in Athens, Greece, and Café Del Mar in Cartagena, Colombia. 

Other locations selected for the activation include the Thames Riverfront in Battersea, London, UK; Coatepeque Volcano in El Salvador; San Carlos de Bariloche in Argentina; Pichilemu in Punta de Lobos, Chile; Morito Beach in Kanagawa, Japan; and three sites in South Africa, including Cape Town’s Signal Hill.

Chosen for their panoramic views and cultural significance, these locations provide visitors with a unique opportunity to experience a touch of the Olympics amidst stunning natural settings. Fans can savour the beauty of nature while celebrating life’s golden moments. Additionally, in select locations, the brand is offering Sunset Hours, featuring free concerts by local bands near the Golden Venues.

Corona has a rich history of promoting outdoor experiences and environmental stewardship, fostering connections, and creating meaningful moments in locations that resonate with fans globally. As the first-ever global beer sponsor of the Olympic Games, the no-alcohol beer brand also emphasises moderation in Olympic celebrations, offering spaces and moments for cheers and choice in significant locations.

Clarissa Pantoja, vice president of Corona Global, said, “From Greece, Brazil, Japan, South Africa, and Argentina, Corona Cero is offering this gift to fans as an opportunity to experience the Olympic golden moment feeling through Golden Venues. By bringing the same seats as from Olympic Games stadiums used throughout Paris to these incredible locations worldwide, we are reminding fans that golden moments not only exist within the Olympic Games but also in the beauty of nature that’s around all of us.” 

Gabriel Schmitt, global chief creative officer at Grey, added, “We wanted to not only say but show the world that golden moments can happen everywhere. The Olympic feeling goes way beyond the games, and we’d like to give the world the ability to feel that same feeling every day. By bringing the same seats as from the Olympic stadiums in Paris to stunning venues around the world, Corona Cero is reminding everyone to enjoy these moments.” 

Also speaking on the initiative, Anne-Sophie Voumard, managing director for IOC Television & Marketing Services, commented, “As the world anticipates the start of the Olympics, we are proud to see Corona Cero bring a touch of the Games to these global iconic locations for more fans to connect to their golden moments. We hope this gift will inspire people to embrace their own celebratory moments every day! ” 

AB InBev, known for its iconic brands like Corona, has long been committed to connecting people through their shared passion for sports. The company is poised to continue this legacy with its decades of award-winning and responsible sports marketing initiatives.

The Golden Venues will be open to the public daily during the Olympic Games, starting July 23, with plans to remain in the area after the games. 

Bangkok, Thailand – Global Thai enterprise TCP Group has teamed up with McCann Worldgroup Thailand to launch its latest campaign for ‘Ready’, an energy drink specifically designed for women. 

Called ‘FUN-ergy’, the new campaign’s focus is to captivate a fresh wave of consumers with the introduction of TCP’s ‘Ready Sparkling’. 

Employing a music-marketing strategy, TCP and McCann Thailand joined forces with the T-Pop girl group Pretzelle for an up-tempo and fun song titled ‘I’m Ready’ to ignite enthusiasm across social media and streaming platforms. Enhancing engagement, the campaign extends its reach through entertaining dance tutorials and an exhilarating TikTok challenge, offering participants the chance to snag exciting prizes.

The online aspect was further energised with vibrant activations. TCP’s ‘Ready’ teamed up with ‘Gravity Motion,’ a group of K-POP enthusiasts, to orchestrate lively flash mobs in Bangkok. Additionally, ‘Ready’ DJ trucks roamed strategic city routes to distribute free product samples to young women. 

Renowned for its iconic ‘Kratingdaeng’ (Red Bull) energy drink, TCP aims to expand the energy drink category’s horizons by creating a lifestyle energy drink crafted specifically for women. 

Sukit Kittinuntakul, general manager from McCann Worldgroup Thailand, said, “Empowering all Thai women through the Ready energy drink is the mission entrusted to us by TCP. This brief fills us with inspiration yet presents a challenge of how to spark conversation around the new product launch—we needed to kick off with a big bang! Music and dance are the right universal passion points for young people and can seamlessly amplify the momentum from online to offline.” 

“McCann Worldgroup Thailand, along with IPG Mediabrands, as TCP’s agency partners, are excited to be part of the product campaign that not only supports groups of young pioneers in T-Pop through collaborations but also drives passions in music and dance among young Thai women at the social level as well,” he added. 

Meanwhile, a spokesperson from the TCP marketing team said, “‘Ready Sparkling’ Soda Energy Drink, formulated to boost and refresh energy levels, is aimed at expanding the business through the growing segment of a new generation of women within the energy drink category. In collaboration with our agency partners, we are pleased to launch this campaign featuring the ‘Pretzelle’ T-POP girl group. This fresh and exciting campaign is perfectly aligned with the brand promise of ‘Ready’, the energy drink for the new generation, ready to empower every Thai woman.”