|Title||SUNG HUNG KAI PROPERTIES 'INSTANT NEWSPAPER RECYCLER|
|Brand||SUNG HUNG KAI PROPERTIES|
|Product / Service||PROPERTY|
|Category||A06. Promotional Items|
|Entrant||SAATCHI & SAATCHI CHINA Hong Kong, HONG KONG|
|Entrant Company||SAATCHI & SAATCHI CHINA Hong Kong, HONG KONG|
|Advertising Agency||SAATCHI & SAATCHI CHINA Hong Kong, HONG KONG|
|Production Company||LAUNDROMATTE Hong Kong, HONG KONG|
|Carol Lam||Saatchi & Saatchi||Chief Creative Officer|
|Kenneth Foo||Saatchi & Saatchi||Senior Art Director|
|Adeline Siow||Saatchi & Saatchi||Senior Copywriter|
|Jin Pan||Saatchi & Saatchi||Senior Copywriter|
|Alexis Chiu||Saatchi & Saatchi||Managing Director|
|Emile Cheung||Saatchi & Saatchi||Senior Account Executive|
|Arion Yau||Saatchi & Saatchi||Intergrated Director|
|Pelie Kwok||Saatchi & Saatchi||Head Of Creative Service|
|Lavin Lau||Saatchi & Saatchi||Delivery Support|
|Sheena Pang||Saatchi & Saatchi||Delivery Support|
|Clement Shaw||Saatchi & Saatchi||Lead Content Producer|
|Rebecca Liu||Saatchi & Saatchi||PR Director|
|Kris Xiao||Saatchi & Saatchi||PR Assistant|
|Joshua Wong||Laundromatte/Hong Kong||Director/Video Production|
|Winnie Chow||Saatchi & Saatchi||Producer|
The idea was to create The Instant Newspaper Recycler, a machine that would manually silkscreen designs over old newspapers, to give them new life as recycled wrapping paper so consumers could get a eco-friendly giveaway for the season. The challenge and key objectives when it came to design was to create something that integrated the elements of Chinese New Year, the recycling message, and to work on the medium of old newspapers.
SHK East Point City is one of Hong Kong's top environmentally-friendly malls. Their brief for the promotional campaign was to spread a green message to consumers during the Chinese New Year seasonal period.
We used elements of traditional New Year symbols like the plum blossom, prosperous koi and the Chinese character for 'fortune', and integrated with the internationally-recognised recycling arrows. We also made the decision to allow the newsprint to show through, to show its dual use as newspaper and now as wrapping paper, and also such that no two pieces of our silkscreened papers would be identical.
3600 pieces of promotional items given out. People lined up for hours to get their hands on our recycled paper. Broadly covered on local and international media for design - resulting in approximately HK$1 million of free coverage for SHK East Point City.