CHALLENGE

Lan Kwai Fong (LKF) is a popular neighborhood in Hong Kong. Over the past twenty years, the area had developed a reputation for a crazy nightlife, offering an array of restaurants and bars frequently full of tourists.  The Lan Kwai Fong Group wanted to recreate the perception of this area and establish dining and lifestyle as key elements in addition to nightlife.  
                    

IDEATE

The Hong Kong citizen is very proud of their culture, and wants an experience that reflects their patriotism.  The tourist wants a fun environment that embodies Hong Kong culture and the business consumer wants class, sophistication and an engaging environment. Considering our target audience's interests based on nightlife, dining and lifestyle we found two key similarities: passion and culture. 

Our audience wants to feel part of something, and immerse in Hong Kong culture. To strengthen the connection to Hong Kong's culture, we analyzed the history of LKF and found that Lan Kwai Fong means "orchid square." Prior to LKF's evolution to a tourist destination, the area used to be a street market for orchid flowers. 

DESIGN

CREATE

The brand awareness campaign focused on subtely communicating the different elements of LKF, lifestyle nightlife and dining. "Passion Blooms" embodies the energy of Hong Kong, across many different consumers. Our audience are heavy social media users and content generators, so this became a major strategy of this campaign.

This campaign was a group project at SCAD Hong Kong in Fall 2015.  I worked with designer Cynthia Lu