Benjamin Li
May 26, 2014

Landmark Men lures discerning guys to 'exclusive' underground scene

HONG KONG - DDB Hong Kong has come up with a new ad campaign for Landmark Men, a dedicated basement floor at Hong Kong's Landmark Mall catering to the lifestyle of ‘discerning gentlemen’.

Landmark Men lures discerning guys to 'exclusive' underground scene

With the tagline ‘Be part of the underground scene’, the campaign spans print, online, social media, and on-premise communications. Ogilvy handled the Facebook page, supported by PR and event agency Sage.

A Landmark Men cover wrap around the South China Morning Post launches today, together with polaroid shots of whisky glasses placed in unusual positions in the stores.

Landmark Men is also hosting a ‘Whisky Tour’ from 26 to 28 May, offering 30 whiskies, 'paired' with each of the location's stores.

Customers who registered at starting from 20 May will receive a whisky glass and a ‘Whisky Tour’ passport that they can have stamped at each store, with prizes for the first 50 to complete the passport each day. The event will also include live music and performances. 

The mall is also conducting a content that asks men to write their personal ‘Man-ifesto’ for a chance to win prizes such as a bottle of whisky, tailor-made shoes from Corthay, a customised suit from Corneliani and a hand-printed leather bag from Santoni.

The basement features more than 30 brands, including Corneliani, Corthay, Fendi Men, Joyce Grooming, Santoni and Tassels, as well as pop-up stores such as Konzepp and Whisky Library.

“After two years of opening, our campaign promotes Landmark Men’s fine offerings for men, reinforcing its proposition and introducing the new experiences to discerning gentlemen,” said Simone Tam, DDB Hong Kong's president and CEO.



Client: HongKong Land Limited
Creative agency: DDB Group Hong Kong
ECD: Jeffry Gamble
Creative directors: Leung Chung, Vincent Tse
Art director: Colin Siu
Account servicing: Maxmillian Mak, Calvin Chow, Emile Chan
Digital producer: Tifa Wang
Senior programmer: Tang Chui Yee

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