TOUCHED

ROMANTIC

PEACEFUL

AMAZED

EXCITED

AFFECTIONATE

PASSIONATE

PLAYFUL

THANKFUL

LOVED

HAPPY

HOPEFUL

Beauty

Health

Finance

Media

Fashion

Transport

Food

Insurance

Public Interest

Public Utility

A local activewear brand that brings a unique sensuality to functional clothing. Our task was to launch the “Beauty that performs” brand promise globally and build the brand from scratch, from communication strategy to launch creative assets across all social media platforms to PR & Events. Collaborating with two Bees group agencies, our all-women WOW team were able to deliver a full 360 O2O campaign despite limits in budget and time. Our core idea: “Every wow makes you glow”, a celebration of the inner fulfilment the modern woman enjoys from every small achievement.

Video

WOW Launch video

Key Visual

Event Carousell

Social Images

The brief was to create a product video featuring HK's first ESG-themed legacy plan. We enhanced the product story with a parable and a credible, relatable spokesperson.

ESG PRODUCT VIDEO
一代耕耘，幾代收獲

Sunlife Stellar

ESG PRODUCT VIDEO 
一代耕耘，幾代收獲

Sun Life

To launch this upgraded version of a bestseller with super skin food cranberry essence, we introduced a new Japanese term that seamlessly connects the skin benefit with the product attribute.  

Hadalabo SH cream 20s

Mentholatum

When the Bank of China came to us for a rebranding campaign under the theme of “Bank of the Future”, we thought it was time to shake up the market with a brand new image for this very conservative bank. After studying their new product offerings, which include an AI-enhanced stock picking service, we decided to go one step further: use the latest Midjourney AI software to generate the creative works. We believe we are the first agency in HK to use Midjourney for commercial purposes. Not only that, we collaborated with digital artist Henry Chu to create a bespoke algorithm for this campaign, which was then used to project a strikingly futuristic yet deeply humanistic vision of the client’s Bank of Future proposition.

Carousel

Event Photos

BANK OF CHINA

Beauty transcends time. To celebrate the incredible journey of one of the most iconic brands in the world, we travel back in time to its place of origin for a deep dive into the founder’s philosophy - 至哉坤元，萬物資生. Over the last 150 years, Shiseido has transformed itself from a small western pharmacy into a global skincare and cosmetic brand, one that blends Western science and Japanese aesthetics to create products that connect past, present and future.

SHISEIDO 150 ANNIVERSARY FULL VERSION

SHISEIDO 150_ANSON LO

SHISEIDO 150_Edan

SHISEIDO 150_ Ian

SHISEIDO 150_KEUNG TO

Shiseido

Darlie's whitening proposition was getting lost in a fiercely competitive market. A year after the launch of its new double-enzyme formula, awareness remained low. How could we retake the lead with superior product differentiation?
Darlie’s brand purpose has always been this: to enable users to make deep human connections through the power of a confident smile. Once again, we turned to the best spokesperson for this message, someone who is genuine enough to let us look beyond the superstar to the unassuming, relatable person that he is. 

Darlie All shiny White 重塑原齒白

All Shiny White 重塑原齒白

The market was hit hard by the 5th wave of the pandemic. The city was in lockdown, and its people were anxious. Three doses into its vaccination drive, the government was still unable to contain the outbreak. As a leading skincare brand, we refused to stand idly by as fear gripped our city. We launched a campaign to remind the public that skin perfection is still achievable with a simple 3-step regimen. We may not always be able to change our circumstances, but the continued pursuit of beauty in the face of adversity is ultimately life-affirming, prompted as it is by an insistent optimism that will carry us through.  

SHISEIDO 肌膚 本美呈現 LONG VERSION

SHISEIDO KEUNG TO 20S

SHISEIDO ANSON LO 20S

SHISEIDO IAN 20S

SHISEIDO

Excellence in Health & Beauty Marketing, Marketing Excellence Awards 2022   

Excellence in Retail Marketing, Marketing Excellence Awards 2022 

Excellence in Advertising, Marketing Excellence Awards 2022 

Beauty/Fragrance/Personal Care, Effie Award 2022 

Digital: Influencer Marketing, Effie Award 2022

Commerce & Shopper: Crisis Response/Critical Pivot,Effie Award 2022

In the public eye, Darlie had become a brand that was long past its prime. Brand preference was low, market share was dwindling. Worse still, it had just been given a new Chinese name that was likely to reinforce rather than reverse consumer perceptions. What could we do to turn it from zero to hero in a very competitive category? The answer is celebrity endorsement, but with a very big difference: a candid retelling of the journey that took a boy with neither friends nor self-confidence to the heights of stardom. Keung To's deeply personal story is honest, empathetic and inspiring to countless young people struggling with self-esteem - all the "ugly ducklings" who will, in time, become swans.   

Darlie X Keung To " Find your inner child"

3D OOH

Darlie 3D BTS

Darlie

The ask was to create a celebratory video for the 130th anniversary of Sun Life in HK, one that would, instead of trumpeting past glory, carry a message that is relevant to the local context. Our concept: Happiness is circumstantial, Joy is not. In an ever changing world, it is the joy of life that allows us to celebrate every fleeting moment.

130th Anniversary Branding Campaign
隨明日變，變更幸福

Sunlife 130週年【隨明日變，變更幸福】

A series of 6-sec. segments that showcase the digital capabilities of the HSBC mobile app. Fast-paced edits are used to appeal to the younger generations, who have ultra-short attention spans and zero tolerance for hassle, and look for a real-time, one-stop and secure mobile banking experience.

HSBC  |  一手主導 NEXTSTARTER 90s

HSBC

An edutainment series on fund selection, targeted mainly at millennials but also the mass audience. The Problem: most employees don’t take the time to familiarize themselves with their MPF portfolios. They find it boring and complicated. The Idea: Learn from the Masters. Let their insights be your guiding lights.

積金局  |  積金名人傳  |  牛頓篇

積金局 | 積金名人傳 | 伽俐略篇

積金局 | 積金名人傳 | 鄭和篇

MPFA

Public sentiments toward the MTR were highly polarised. To help the client regain the trust of Hong Kongers, we suggested a human campaign with a humble and sincere voice. The true stories told by MTR employees combined for an engaging collective portrait of a professional and dedicated staff.

MTR  |  同理心 為你想  |  車站職員Suki篇

MTR  |  同理心 為你想  |  車站職員Lawrence篇

MTR  |  同理心 為你想  |  工程師Laura & John篇

Best Use of Social Media, MARKies AWARDS 2022

Excellence in Lifestyle & Entertainment Marketing, Marketing Excellence Awards 2022

ViuHK came to us with a very challenging ask: differentiate their brand from their sister company, ViuTV. The launch of Disney+ had made it all the more important for ViuHK to preempt the market with a distinctive brand image. We knew we could not leverage on “The Mirror Phenomenon” as this would only make it even harder to tell ViuHK and ViuTV apart.
We decided to live up to their core value  - The Power of Drama - by making their advertising campaign every bit as entertaining as their drama programmes.

Viu HK  |  劇力任你轟 Full version

轟動漫

Viu HK 15s 轟動漫

轟配音劇

Viu HK 15s 轟配音劇

轟狗血劇

Viu HK 15s 轟狗血劇

轟oppa

Viu HK 15s 轟oppa

轟日劇

Viu HK 15s 轟日劇

Featured

Viu Hong Kong

Ask: Tell millennial investors about the redesigned, easy-to-navigate user interface of the HSBC investment app.
Problem: Every banking app looks the same, and the products on offer are often indistinguishable from bank to bank.
Solution: Tap into “Investor Psychology”. Speak their language to change their mind. 

Digital Capability Campaign 2021
投資點、指easy

HSBC  |  FLEXINVEST潛行買家

HSBC  | SMARTINVEST沒如果先生

HSBC  |  Dashboard 投資亂太郎

A regional campaign for the brand’s 100th anniversary, created with an emphasis on local relevance while embracing the new global thematic message - Fit for Glory. 
Glory is not just for champions, but everyone who welcomes challenges and moves beyond, no matter the obstacles and the fear. 

NEW ERA "Fit for Glory" brand video

New Era

Although a household name, Darlie was an aging brand that was losing its relevance in the local market. Its brand image was in serious need of a major revamp. But 2021 was a tough year to do branding work, so we urged the client to take a bolder step: salute the local unsung heroes who chose to stay true to themselves during those trying times and live each day with a confident smile.

Darlie Branding 2021
笑出自信 笑得亮白

Darlie "Sushi Master" full version

Darlie "The Drummer" Full Version

Vital Perfection is the most iconic premium franchise in the Shiseido Skincare series. Following the successful launch of Ultimune 3.0, Shiseido tasked us with sustaining the impact of the members of MIRROR as brand spokespersons while maximizing awareness for a differentiating new look.

SHISEIDO VITAL PERFECTION   |  1.2.3 還原真．緻  |  ANSON LO篇

SHISEIDO VITAL PERFECTION   |  1.2.3 還原真．緻  |  姜濤篇

Vital Perfection 2021 
1.2.3 還原真.緻

The product concept of Shinrin-yoku was jointly conceived by agency and client from the ground up. From consumer research to product testing to film production, the whole project spanned more than 2 years before launching in the HK and Taiwan markets.

Forest Relief Series Launch
療癒，在森の中

Timotei HK  |  髮の療癒在森の中 30s

TIMOTEI

Small businesses matter. CLP provides SMEs with smart digital solutions for boosting energy savings and making easy bill payments.

中電營商 e三寶

Excellence in Media Strategy, Marketing Excellence Awards 2021

Excellence in Data-driven Marketing, Marketing Excellence Awards 2021

Excellence in Advertising, Marketing Excellence Awards 2021

Best Idea - Influencer, MARKies Awards 2022

Best Use of Influencer, MARKies Awards 2022

Shiseido was the first skincare brand to use members of MIRROR as endorsers. In 2020, they appeared on their Youtube Live channel just as COVID-19 hit the retail market. In 2021, Shiseido set out to re-ignite the passion of the city and inject new life into the skincare market with the launch of their new flagship product featuring a technological breakthrough - The LIFEBLOOD. With this campaign, they maintained their leadership position in the market despite strong challenges from other leading international brands.

Ultimune 3.0 Launch
My Powerful Heartbeat

SHISEIDO  UTM 3.0  |  WHAT POWERS YOUR HEARTBEAT  |  Keung To

SHISEIDO  UTM 3.0  |  WHAT POWERS YOUR HEARTBEAT  |  Anson Lo

SHISEIDO  UTM 3.0  |  WHAT POWERS YOUR HEARTBEAT  |  Edan

SHISEIDO  UTM 3.0  |  WHAT POWERS YOUR HEARTBEAT  |  Ian

SHISEIDO  UTM 3.0  |  WHAT POWERS YOUR HEARTBEAT  |  Stephy

Ultimune 3.0 Launch 
My Powerful Heartbeat

One day in Alma’s life.
We created a vlog-style video to promote a unique hair spa experience, curated by a real hair spa expert.

SHISEIDO PROFESSIONAL |  Alma's Haircation

Shiseido Professional

Based on the true story of a real-life HSBC Premier customer, Christian Yang, this is a warm, engaging holiday edition of the HSBC “Story Continues” brand campaign that started in 2020. No product, no sales pitch, no scripted dialogue. Only the love and gratitude that connect generations.

HSBC  |  Christian's Story 爸爸的存褶簿

A video delivering a rallying cry to unite the different business units of New World Development, based on the Chairman’s firm belief in Creating Shared Values (CSV).

The village grocery store: A brand video about shared values
村口士多

NEW WORLD DEVELOPMENT  |  Creating Shared Values 村口士多  Full version

New World Development

Getting young people to think about retirement is tough enough. Persuading them to start planning for it early is even tougher. We broke down the barrier by addressing the issue through a collaboration with the most popular social platform, Trial and Error. 

Retirement Autonomy Campaign 2021
30歲前還未plan 退休，會變成魔法師

永明金融 x 試當真  |  如果30歲還未Plan退休，就能成為魔法師

The first branding video for Hair Supplement by Lux, created to reinforce the key benefit of healthy and shiny hair. Let there be light, but allow your hair to shine in its own right!

Hair Supplement by LUX  |  極致の鎖光術

The Lux Luminique range is crafted with unique, exquisite floral fragrances. To reinforce this message, we created a series of short love stories around the theme of Lover’s Concerto. 

Lux luminique【恋人の心動時刻】

The road to perfection is never completed in a single step.
To highlight the anti-wrinkle and anti-spot power of Shiseido Vital Perfection, the campaign uses an ingenious metaphor to link the product messages to Stephy's transformation throughout her career, one step at a time.

SHISEIDO VITAL PERFECTION  |  STEP BY STEPHY  |  30s

Happy Problem: Shiseido Ultimune is conceived to be a premium product, which makes it difficult for the brand to launch a new hydrating cream in the same Ultimune family at a more affordable price point.
Solution: The Approachable Luxury, blending eloquent testimony by Anson Lo with genuine expressions of the artist's inner feelings.

SHISEIDO  POWER CREAM  |  ANSON LO給肌底的POWER HIT

ME9 is uniquely formulated for different skin types.
To communicate the subtle yet important differences between skin care products, we produced creative contents in various social media formats to highlight the different micro-moments of the day, all wrapped around the concept of "your skin's beautiful rhythm".

ME9 Launch Campaign
自肌的美麗節奏

Launch video

IPSA ME9 LAUNCH VIDEO "RHYTHM OF ME"

Day version

Ipsa ME9   “Rhythm of Day”

Night version

Ipsa ME9 “Rhythm of night”

Product version

Ipsa  “Rhythm of ME9”

IPSA

A public service film from Sun Life for promoting a healthy diet, with a special focus on the threat of diabetes.. From the insight that "you can’t wake a person who is pretending to be asleep”, we know adults' behaviour is hard to change. But what if we get a little help from their loved ones . . .

Diabetes Campaign
講一套，食一套 

永明金融 CSR  |  講一套 食一套

Best Idea - Customer Acquisition, MARKies Awards 2021

Best Idea - Integrated Marketing, MARKies Awards 2021

Excellence in Insurance Marketing, Marketing Excellence Awards 2021

Excellence in Corporate Social Responsibility, Marketing Excellence Awards 2021

CHALLENGE: Brand awareness of Sun Life is still low. The market is dominated by industry giants like AIA, Manulife, Prudential and AXA, who run multi-million-dollar campaigns featuring top-tier celebrity spokespersons. 
STRATEGY: Be relevant, entertaining and informative. Address real consumer pain points in retirement planning in a light-hearted manner and offer solid solutions through a credible, likeable spokesperson.

Retirement Campaign 2020
每一次選擇，都係取捨

永明金融  |  每一次選擇都是取捨 Full version

Best Idea - Corporate Social Responsibility, MARKies Awards 2021

One out of ten elderlies in HK has dementia. The proportion is rising. The disease is incurable, but can be slowed down considerably if detected and treated at an early stage. With this campaign, the SCHSA takes the initiative to promote early dementia testing to help lighten the burden on both patients and carers.

Unforgettable: A story about dementia and memory
她沒有忘記

SCHSA Dementia Video feat. Sheren Tang & Law Lan

Senior Citizen Home Safety Association

A redesigned user's journey that makes using home electricity fun again.

CLP App Launch
中電e-Journey 生活好easy

CLP e-journey "Make Life Easy"

HSBC had been out of touch with young people for too long. A brand tracking study had shown that the younger generations often saw HSBC as an English businessman in his 50s with a plummy accent. How would they launch a new investment product aimed at millennials with no investment experience?

HSBC FlexInvest Launch Video "人生勝利組" 37s

HSBC walks with the minority groups of HK and listens closely to their hopes and fears. The funds raised from the selling of the bank’s 150th anniversary commemorative banknotes benefited 1 out of every 9 HK people. We picked four cases to showcase HSBC's commitment to serving and giving back to society.

150th Anniversary Charity Fund Social Campaign
滙心微笑

HSBC CSR "心靈在微笑"

HSBC CSR "身體在微笑"

HSBC CSR "海洋在微笑"

HSBC CSR "童心在微笑"

As one of Hong Kong’s leading banks, HSBC took the initiative to remind netizens of the potential risk of using a weak password, logging on through unsecured public wifi networks and clicking suspicious links.

HSBC CYBER SECURITY  "幕後黑手"

As an MPF provider, HSBC is No.1 in the market. But before this campaign, their brand image was anything but. They were often associated with high management fees, poor fund performance and lack of fund choices, which they had never addressed before with a proper branding exercise. Challenge: how can HSBC regain the thought leadership position and reconnect with local employees who work hard to make a living every day and save hard for a better future? We were happy to provide the answer.

HSBC MPF Thematic Video "今日意志"

Saluting the fighters who protected our city during the pandemic with their own hands, day in, day out.

Vaseline social video  “Who guards the guards?”

Vaseline

Excellence in Corporate Social Responsibility, Marketing Excellence Awards 2019

Film - Social and Interactive Video Single - Social Video, Kam Fan Awards 2019

Digital & Social - Social Single - Social Behaviour and Cultural Insight, Kam Fan Awards 2019

Every mother likes to smell her baby. That’s an instinct.
To pay tribute to all the mothers on this Mother’s Day, we wanted to bring back this comforting sensorial memory for them. We invited real people - grown-up sons and daughters who have long been living on their own - to take their mothers in their arms and hold them in a long embrace. In the end, not only did the mothers rediscover their favorite smell in the entire world, but the children realized that, in their hearts, they had never left home.  

Over the past 5 years, we’ve exploredand experimented with a rich palette of emotions.The result is a body of work that is exuberant, nuanced and marked by a rare emotional honesty.

Over the past 5 years, we’ve explored
and experimented with a rich palette of emotions.
The result is a body of work that is exuberant,
nuanced and marked by a rare emotional honesty.