Elements changes tack

In addition to M&C Saatchi and Starcom, the MTR Corporation-owned US$10 billion development also previously counted, Chung & Tang Communications (PR) and Czar (events) as its roster agencies.

291 Melons secured the business following a multi-agency review. The new unit describes itself as a more “artsy” alternative to McCann Erickson Guangming.

Said McCann Erickson Guangming business director Alexis Chiu: “We hope to use art and other special creative collaborations to help the Elements brand capture a more unique premium shopping malls market position, and of course to boost footfall and revenue.”

The development came as M&C Saatchi rolls out its last campaign for Elements, after launching the mall in 2005. The new print-themed drive includes a relaunch of last year’s TVC to draw attention to the mall’s Mother’s Day initiative. “Traditionally, Mother’s Day doesn’t really do much for malls because it has been more about buying chocolate and letting mum have a day off to put her feet up,” said Simon Handford, executive creative director at M&C Saatchi.

To better capitalise on the holiday, Elements is having an entire month dedicated to different sorts of mothers. “The thing about the Elements account has always been that, frankly, Hong Kong doesn’t need another shopping mall - so to sell it, we’ve emphasised individuality and fashionable rebellion,” he added.

“Hong Kong mothers don’t really fit the traditional stereotypes of women. Instead, we’re trying to appeal to these women as they are - sexy, or courageous, or glamorous.”

The creative work subverts domesticity into a punkish, haute couture statement. “We cut up rubber gloves to emulate the finger-less gloves that Karl Lagerfeldt, head designer at Chanel, wears, and then have them doing the ‘devil horns’,” said Hanford. “The copy, ‘Respect Mother’ plays on the idea that this isn’t a patronising holiday. This is about doing something for mothers that they like, rather than what custom suggests.”