|Title||THE JOURNEY TO PERFECTION|
|Brand||HEARTS ON FIRE (CHOW TAI FOOK)|
|Product / Service||HEARTS ON FIRE DIAMOND|
|Category||A07. Overall Aesthetic Design|
|Entrant||MORE PR & MARKETING Hong Kong, HONG KONG|
|Idea Creation||MORE PR & MARKETING Hong Kong, HONG KONG|
|Joe Ng||MORE PR & Marketing Limited||Director, Communications Planning|
|Rita Yeung||More PR & Marketing Limited||Account Manager|
|Cloudie Hon||More PR & Marketing Limited||Art Director|
|Chi Chan||More PR & Marketing Limited||Associate Creative Director|
|Stella Wan||Mr.Meal Production||Project Manager|
|Lo Ka Yu||Mr.Meal Production||Interactive Lead|
|Keung||Mr.Meal Production||Technical Consultant|
Hearts On Fire is one of the finest diamond brand in the world. “Finest” is not just counting on extraordinary craftsmanship, but all the way from the origin. How do we show the world the sophistication of the brand? We decided to bring our audiences back to the origin of the diamond, and experience how a perfect Hearts On Fire diamond is born. We called it "Journey to Perfection".
“Journey to Perfection” is an immersive VR experience bringing our audiences into a deep & dark mine, where the story of Hearts On Fire diamond begins. Beside experiencing the rigorous process of hand-picking perfect raw diamond with HTC Vive, audiences can manipulate a holographic projection just like Tony Stark, witnessing polishing process under 100X magnification. Result: After debuting at the Hong Kong International Film Festival, the VR experience surprised the crowd including the chef designer of the brand – Ms. Ilaria Lanzoni. Client decided to adapt the journey into 4 different languages, bringing it to China, Taiwan & the states. The exclusive online booking as “Fast Pass” has been booked up to 1 month ahead! Most importantly, the sales of Hearts On Fire diamond where the gaming booth at has been increased by 20%, compared to others!