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THE MILLS ANNIVER-SARY

THE MILLS, a landmark revitalization project by the Nan Fung Group, opened in 2018 in Tsuen Wan, Hong Kong. Originally an active cotton mill complex in the 1960s, THE MILLS now stands as a celebration of Hong Kong's shared industrial legacy, while also serving as a vibrant hub for applied creativity and innovation.

 

As THE MILLS prepares to commemorate its 5-year anniversary, the client has approached our agency to develop a comprehensive 360-degree marketing campaign. The objective is to not only highlight the landmark's key values and the rich history it embodies, but also to generate excitement around the diverse array of upcoming events and activations planned for 2024. Through this multifaceted campaign, our aim is to further cement THE MILLS' reputation as a dynamic, forward-thinking destination that honors Hong Kong's industrial past while embracing its innovative future.

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  • Marketing Strategy

  • Tagline & Copywriting

  • Creative Direction

  • Artist Sourcing

  • Key Visual Development

  • Design Execution

  • Design Adaptation

  • Animation

  • OOH Strategy & Execution

  • KOL Amplification

SCOPE

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  • Created a tagline that embodies the historical significance of the Mills (a cotton mills) and also the future vision - "Weaving a Brighter Tomorrow 織聚未來"

  • Partnered with a local up-and-coming illustrator to create a set of illustrations and cartoons to demonstrate the Mill's DNA to support local creatives and culture

  • Strategically placed the ads across different locations and channels to attract both customers around the mall as well as overseas tourists

HIGHLIGHT

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  • Created a visually appealing yet expandable system for in-house design team to use throughout the entire campaign and marketing year

  • Created huge buzz across local and overseas customers and potential customers

  • 100% satisfaction from customer senior management and working team, claiming it was the "smoothest experience working with an agency"

IMPACT

GALLERY

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