Developed by Leo Burnett Hong Kong, the “here I am” campaign, it features outdoor and print advertising to promote TaiKoo Hui, a mixed-use commercial development in Guangzhou’s Tianhe district. A trio of 15-second spots first aired on terrestrial television in the mainland on 22 September.
The outdoor campaign portrays TaiKoo Hui as a sophisticated shopping experience; an elite address for social networking; a culinary landscape of well-known restaurants; and a high-fashion luxury shopping destination under the contemporary photographic direction of Beijing-based photographer Chen Man.
Playing on the concept of TaiKoo Hui’s “arrival” in Guangzhou, Leo Burnett's “here I am” campaign uses images of models posing against local landmarks including Guangzhou Train Station, Guangzhou TV Tower, Shamian Island and TaiKoo Hui itself.
TaiKoo Hui is aiming to be defined as one of Guangzhou's landmarks with its presence in the city that will "elevate the social, dining and retail experience in Guangzhou”, said Peter Kok, general manager, TaiKoo Hui (Guangzhou) Development.
The shopping mall boasts 138,000 square metres of retail and dining space spread across five floors. About 70 per cent of the mall is dedicated to international brands, with 70 brands making their first appearance in Guangzhou, including Chanel, miu miu, Giorgio Armani and
Tiffany & Co.
Credits:
Campaign title: Here I am
Client: Swire Properties Limited
Brief: TaiKoo Hui Guangzhou Grand Opening
Creative agency: Leo Burnett Hong Kong
Executive creative director: Connie Lo
Creative director: Miranda Shing
Art directors: Claudia Wong, May Chan
Copywriter: Joe Chan
Planners: Kara Yang, Audrey Chee
Client servicing: Margaret Chan, Basil Cheung, Hanford Sheng, Candy Chan
Media agency: UM Guangzhou
Media planner: Cyrus Lo, Yvonne Huang, Sordonna Li, Mandy Chow
Production house: Mutual Workshop Limited
Photographer: Chen Man
Director: James Leung
Editing house: Touches Limited
Exposure: Southern China
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