SUNG HUNG KAI PROPERTIES 'INSTANT NEWSPAPER RECYCLER

Short List
TitleSUNG HUNG KAI PROPERTIES 'INSTANT NEWSPAPER RECYCLER
BrandSUNG HUNG KAI PROPERTIES
Product / ServicePROPERTY
CategoryA06. Promotional Items
EntrantSAATCHI & 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

Credits

Name Company Position
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

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.