Eight creates campaign with a distinct Hong Kong flavour to express new brand story “Places with Heart”
Hong Kong, February 23, 2021 – Chinachem Group, one of Hong Kong’s best-known property developers, announced a new brand strategy and identity at the end of 2020 under the promise of “Places with Heart”. Eight engineered this strategy to showcase the Group’s social purpose and advance its ambitions to be a progressive and caring member of Hong Kong society and a property developer relevant for today’s communities. To bring this vision to life, Eight has created a full brand communications campaign that will run through 2021.
The campaign is illustrated by Flyingpig, an indigenous Hong Kong artist whose work has previously been featured by local institutions such as the Hong Kong Tourism Board, Tai Kwun, and even the Hong Kong edition of The Michelin Guide. The first advertisement in the series depicts a charming bird’s-eye view of Hong Kong’s urban fabric, blending a number of the Group’s buildings with selected Hong Kong landmarks. The illustrated street scenes are filled with touching details of everyday life in the city. Appearing together with the line “Creating places with heart”, the advertisement explains Chinachem Group’s new positioning and commitment to the Triple Bottom Line: People, Prosperity and Planet.
This launch advertisement has been placed across print, digital and out-of-home channels, including the Venice Biennale booklet, outdoor advertising screens and on Hong Kong’s Western Harbour Tunnel billboards.
The initial launch advertisement will be followed by an extended series of variants elaborating on the message of “Places with Heart”.
About Chinachem Group
Since 1960, Chinachem Group has been a leading property developer in Hong Kong, with a portfolio covering residential, commercial, retail and industrial buildings for sales and investment, in addition to operating hotels and property management services. The Group actively seeks to make a positive contribution to society through its adherence to the “Triple Bottom Line”, a commitment that its activities will benefit People, bring Prosperity to the community and preserve the Planet.