DDB crafts 'Luxe living' for Caribbean Coast

Newly-appointed agency DDB Hong Kong eschewed images of the club house, swimming pool and other must-have residential amenities, promoting instead the rich experience of island living with the benefits of proximity to the city. "We knew just what Cheung Kong was looking for. They didn't want just a campaign that was beautifully executed," said DDB's creative chief Christine Pong. "They wanted a campaign that was going to capture market sentiment with a strong product edge and a distinctive creative platform. We are glad to see that the client embraced our concept and ideas." Launched at press-time, the TV spot seeks to convey the lifestyle that comes from residing close to the city, park, the sea and the world, the latter rides on the Lantau Island development's proximity to the airport as gateway to the world. "We didn't want to focus on the property's features but to present a 'Luxe living' concept to communicate the multi-dimensional lifestyle based on the development's location," Pong said. The TV-led campaign will be supported by print, radio and advertorial. DDB started work on the relaunch exercise immediately after winning the assignment from incumbent FCB, which defended the business in a competitive pitch in February. "We were looking for new excitement, both in terms of strategic and creative direction, for the relaunch of this exclusive property," said Anita Tsui, senior marketing communications manager of Cheung Kong.