Seeking to clearly articulate the brand's 'fashion for heads' platform by leveraging the insight that technology can also be stylish and fashionable while remaining functional, the burst is focused heavily on trade and consumer print publications and posters.
The push is launching in Hong Kong initially, before rolling out globally to other key markets in Asia-Pacific, along with the US, the UK and Europe. It will be supported by online activation.
The creative was developed by Eight Partnership Hong Kong, with Lewis Ho handling photography and Aliena Lai serving as production manager.
