Cityplaza: ‘Live Happy’ won 1 gold & 1 bronze in the ‘Best Idea’ category and 1 bronze in the ‘Best use of Print’ category. The campaign created a gigantic ball pit called ‘Sea of Happiness’ in Cityplaza - one of the oldest and biggest malls on Hong Kong Island - to allow kids and adults alike to dive into it.
The ‘Live Happy’ campaign reminded everyone in Hong Kong that happiness can be found in the simplest places in their everyday life. It successfully turned Cityplaza from a silent neighbour to an ‘iconic happiness generator’.
The Jaguar ‘XE Launch’ campaign received 1 silver in the ‘Best use of out-of-home’ category and 1 bronze in the ‘Best Idea’ category. The campaign defied the rules on how luxury car brands usually communicate and made its mark in Hong Kong by challenging the norm and disrupting the ubiquity of its competitors. It further spread the message of Jaguar living the spirit of ‘know no rules’.
In the 8 days of the campaign, it effectively turned competitor cars into Jaguar advocates, successfully generated buzz across the country and got the large car community talking about it.