Projects
Over 8 years' experience in advertising & content creation, I am with thru-the-line experience in FMCG, and gain solid experience in TVC, print ad,
CRM as well as social media projects.
Toyota Hong Kong
Sienta & Spade Launch Campaign
Theme: Wandering Wheels
Phase 1: Missing Car Posters & News report
My Role: Associated Creative Director
(Idea thinking and copywriting)
In order to create awareness for Toyota Hong Kong to launch its new Sienta & Spade model, an integrated campaign was suggested to make social impact.
The idea was to set these two cars as human, to create personality and Facebook page for them. They travelled from Japan to Hong Kong but got lost in the city, the campaign was to invite the audience to follow their footprints to find them back.
The campaign was divided into 3 phases:
Phase 1: Missing car posters & news report
Phase 2: "Tracking the Missing Cars" game
Phase 3: "The Cars Appear" launch event
Launch time & location:
Hong Kong, 2020
Phase 2: "Tracking the Missing Cars" game
Phase 3: "The cars appear "launch event
HSBC Hong Kong
Term Life Insurance Banner Campaign
Theme: Now's Good
My Role: Associate Creative Director
(Idea thinking and copywriting)
To target the young parents in HSBC Term Life Insurance online banner campaign, we used an emotional way to hook the parents, the best way to show their love to their kids is to provide good protection to them.
Launch time & location:
Hong Kong, 2019
HSBC
Global Asset Management Campaign
Theme: Helping dreams fly
My Role: Senior Copywriter
(Idea thinking and copywriting)
We use butterfly to represent your delicate dreams. HSBC Global Asset Management is the hand behind to look after your dream, manage risk and monitor returns in order to make your dreams become a reality.
Launch time & location:
Hong Kong, 2018
Wheelock Properties
Brighton Bay Launch Print Ad Campaign
Theme: Let Water Colour Your Life
My Role: Senior Copywriter
(Idea thinking and copywriting)
As one of the largest real estate in Hong Kong, Wheelock launched luxury low-rise apartment which is near the sea. The idea is to use a chill & glamorous way to present the lifestyle in Brighton Bay. High-end fashion and straightforward message is used to attract the potential buyers.
Launch time & location:
Hong Kong, 2018
ORBIS - Fundraising campaign
Theme: Make fun? Make Fund!
Role: Copywriter
(Creative thinking and copywriting)
"Moonwalker" is an annual night walkathon fund-raising event by ORBIS. Humorous way is used to grab the awareness of young people. As many young people in Hong Kong are seen as stay-at-home "geeks". The campaign used a funny way to encourage them to walk for the blind instead of wasting their potential.
Launch time & location:
Hong Kong, 2017
Prudential - PRUjuvenile saver TV Commercial
Theme: Watch out!
Role: Copywriter
(Brainstorm for storyline and script writing)
The insurance company Prudential launched a kid saving plan and targeted the parents. Our idea is to demonstrate a conscientious father who always pays attention to details and surrounded to protect his child, the insurance plan understood how much love the parents want to show their children and support them in planning their future with the help of Prudential Kids Saving Plan.
Launch time & location:
Hong Kong, 2015
RedBull - Flying Competition
Role: Copywriter
(Translation from English to Chinese)
RedBull Flugtag is a global flying event, which has held in many countries. When it came to Hong Kong in 2010, I was responsible to localise all the global material and made local social content from English to Chinese.
Launch time & location:
Hong Kong, 2015
