“Summer time is the high season for us to capture our customers,” said Fairwood marketing director Perry Chung. “We want to project a fresher new image by using these young and vibrant artists.”
The chain enlisted LA-based director Jim Kimura to shoot the campaign, which comes with a HK$20 million (US$2.5 million) budget. TV and print work has rolled out, developed by WE Marketing.
Fairwood has also revamped menus and restaurants across China and Hong Kong, conceptualised by interior designer Steve Leung.
