Key Highlights:
- Emperor Watch & Jewellery partners with The Bread Digital and singer Hins Cheung for its new “Core & Encore” collection.
- The campaign uses the tagline “Stay you. Stay original,” focusing on Cheung’s dedication to music and the brand’s commitment to perfection.
- A centerpiece video uses an elevator metaphor to represent different phases of Cheung’s career, aiming to establish the brand as relatable luxury.
- The campaign aims to blend creativity and marketing innovation, according to Cindy Yeung, chairman of Emperor Watch & Jewellery.
In a move that merges artistry with branding, Emperor Watch & Jewellery has teamed up with advertising agency The Bread Digital and local singer Hins Cheung to launch a cinematic marketing campaign for its latest “Core & Encore” jewelry collection in Hong Kong.
The campaign, encapsulated by the tagline “Stay you. Stay original,” aims to inspire people to remain true to themselves. It draws from Cheung’s unwavering commitment to his musical roots, using it as a catalyst to encourage authenticity and perseverance.
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Transitioning from mere promotion to storytelling, the campaign’s focal point is a video that employs an elevator as a metaphor for Cheung’s evolving career. The video showcases Cheung meeting different versions of himself from various career phases, emphasizing that his passion for music has remained constant. This narrative is designed to resonate with the brand’s target audience, positioning Emperor Watch & Jewellery as a relatable luxury brand.
While the video serves as the emotional core of the campaign, key visuals have been strategically released on social media and out-of-home (OOH) advertising platforms. These visuals aim to create an elevated atmosphere that accentuates the jewelry pieces in the “Core & Encore” collection, thereby complementing the video and enhancing brand recall.
Cindy Yeung, the chairman of Emperor Watch & Jewellery, expressed enthusiasm about the collaboration. “This campaign underscores our devotion to bringing elegance and uniqueness to the market,” she said. Law Chi Hang, creative partner at The Bread Digital, added, “By using the theme ‘Stay you. Stay original,’ we can properly showcase the unique design of the new collection and also engage the audience positively.”
In a market often saturated with conventional advertising, this campaign stands out for its innovative approach to blending creativity and marketing. It not only aims to promote a product but also to tell a compelling story that could potentially elevate the brand to new heights.
