BEYOND BLACK AND WHITE

TitleBEYOND BLACK AND WHITE
BrandGALAXY MACAU
Product / ServiceCHINA ROUGE
CategoryA01. Mailings
EntrantWHATEVER, HONG KONG
Entrant Company:WHATEVER, HONG KONG
DM/Advertising Agency:WHATEVER, HONG KONG

Credits

Name Company Position
Kc Tsang Whatever Branding Inc. Kreative Commissioner
Tony Wong Whatever Branding Inc. Creative Partner
Brian Chu Since 1967 Director
Patrick Lo Whatever Branding Inc. Associate Creative Director
Ritsa Mag Freelancer Writer
Jareth Chan Starting Point Creative Service Officer
Anna Lee Starting Point Creative Service Pilot
Allen Wong Whatever Branding Inc. Executive Partner
Helen Lee Whatever Branding Inc. Senior Brand Executive
Herbert Lee Whatever Branding Inc. Brand Executive
Noel Furrer Galaxy Macau Executive Manager
Mandi Ng Galaxy Macau Marketing/Pr Manager

The Brief

The target audience was drawn from new customers. The strategy of the campaign was to make known to opinion leaders that an all-new art-centric ultra-luxury members-only club was soon to be opened in Macau. An invitation kit, designed with all essential branding elements of the club, was sent to socialites of Hong Kong and Macau to arouse, to impress, and to generate talks among the high society.

Creative Execution

Why RED? Because the club is named CHINA ROUGE. Why Chinese Paintings are blended with western-style photography of women bodies? Because CHINA ROUGE is an art-centric luxury club that blends everything seemingly contradictory in perfect harmony, with a magical twist. Why women bodies? Because Chinese name of club is "Red Diva", and indeed all commissioned art pieces inside are themed around "women". Why handkerchief? Because it has a complex of social-cultural meaning among the East and West. In short, this red invitation kit is the first touch point, of the brand – CHINA ROUGE condensed.

Describe the creative solution to the brief/objective.

The invitation kit is wrapped in all red. Once unwrapped (like undressing), a Chinese painting would be unveiled. With a closer look, the landscape is indeed formed by bodies of women. A tailored 4-liner poem is written with a code embedded – that name of the club is hidden between the lines. The guest was requested to bring such identity proof to the venue. Instead of a typical sticker, it’s a Chinese-style handkerchief, with a poetic reminder next to it. The guests loved the kit so much and posted it to facebook, gaining hundreds of likes!

Results

A total of 600 pieces of the invitation were sent out and over 800 guests showed up to the event (300pax the first night for Macau officials and 500pax the second night for Hong Kong socialites). The invitation were so well received by the guests. Pictures of the invitation were posted by them on Facebook, and many likes were collected!