The campaign is being initally launched in Hong Kong but is set to roll out in Mainland China over the coming months,
The campaign centres around a 60-second TVC, along with two other 30- and 15-second versions. In addition, print and outdoor advertising elements will be utilised. In Hong Kong, the campaign will be featured on TVB, ATV, i-cable, News Express and Roadshow.
Iris Lo, managing director and ECD of Draftfcb Hong Kong explained that the creative idea behind the campaign was that Chow Tai Fook empathises with people's most sincere and memorable moments, such as older people holding hands and important events like weddings.
“Chow Tai Fook Jewellery has been in business for more than 80 years and is a widely recognised brand not only because of its product range but also its brand essence, which is expressed with 'sincerity and eternity' stressed in the new campaign.The script for the TVCs has a double meaning with Chow Tai Fook, or a person, talking emotionally about their special moments to place heavy brand emphasis on eternity and sincerity,” Lo added.
Chow Tai Fook currently has a network of over 1,300 outlets concentrated mostly in Hong Kong and China.
Project Sincerity & Eternity
Client Chow Tai Fook
Brief Enhance the brand essence: Sincerity and Eternity
Agency DraftFCB Hong Kong
Executive creative director Iris Lo
Creative director Joseph Wong
Art director Tony Tsang
Copywriter Iris Lo, Stella Chung
Agency producer Sherly Tasman
Account service Benny Ko, Kenny Wong
Production company Film Factory
Media TVB, ATV, I-Cable, Newsline Express (Rail TV) & Roadshow (Bus TV)