McCann landed the project - said to be worth about US$6 million over 18 months - along with Universal McCann earlier this year (Media, 30 April) after a pitch involving DDB, Y&R, M&C Saatchi and DraftFCB.
The development, to launch in Q4 this year, has been renamed Lohas Park - ‘Lohas’ is an acro-nym used to describe the global ‘lifestyles of health and sustainability’ trend. “Creating a ‘land’ concept is something new and revolutionary in Hong Kong, as we are not selling residential property,” said Alexis Chiu, business director, McCann Guangming.
“Lohas Park advocates premium living and sustainability in harmony. We have to build a distinguished brand identity that can be sustainable.”
The creative work focuses on aligning the brand with concepts such as air, light and space, translating these into the brand’s core messages - ‘Walk with air’, ‘Dance with light’ and ‘Live with space’.
The campaign, launching as Media went to press, is led by a TV commercial that was shot in South Africa, comprises print, posters in the MTR and cross-harbour tunnels, and bus panels. And, in an environmentally-friendly twist in standing with the development’s positioning, Lohas Park advertising collateral will be carried on reusable bags available free with Apple Daily and Oriental Daily. The campaign is expected to last until the end of this year.
