The M&C Saatchi campaign features an ironic and witty take on Central to show that it is more than just a financial district, and is home to the seven deadly sins.
Richard Tunbridge, creative director of M&C Saatchi, said the campaign was a creative expression of what Central represents to many people in terms of money, luxury, and social activities.
The advertisements therefore feature sins which consumers can commit in Central -- for instance, gluttony becomes an impeccably- dressed woman in a suit indulging in her chocolate fix, and lust is represented by a woman's obsessive love affair with shoes.
Hongkong Land owns a significant majority of the office and retail buildings in Central and faces intense competition for shopper traffic as new centres such as IFC's second phase step up marketing activities.
According to Janice Chan, managing director of M&C Saatchi, Hongkong Land plans to use television in 2005.
The print ads are running in the South China Morning Post, Economic Times and the Hong Kong Tatler.
HK Land markets sinful appeal of Central sites
Real estate major Hongkong Land has released the latest installment of its 'Seven sins' campaign across print and outdoor as part of its 'Soul of the city' branding drive.