In partnership with Chow Sang Sang (CSS), Tribal Worldwide Hong Kong has launched a China-wide roadshow, including state-of-the-art digital installations, to introduce the jewellery retailer’s #StateYourStyle campaign.
According to the release:
Central to the project is the belief that style should not be prescribed, but rather come from within. Under the hashtag #StateYourStyle, CSS set out to encourage people to be bold, be themselves and show off their own, unique style by mixing and matching CSS jewellery.
“With the popularity of the fast fashion concept, people may forget about their unique character and style,” said Cecilia Yim, Marketing Director at Chow Sang Sang. “With the #StateYourStyle campaign, we wanted to remind consumers to be themselves. Expressing their inner attitude and character is the most authentic beauty and fashion statement one can make, and of course, Chow Sang Sang offers a wide range of jewellery styles that matches their attitude.”
“The roadshow turns traditional jewellery shows on its head,” said Leo Tsui, Head of Tribal Worldwide Hong Kong. “Instead of a museum-like set-up where it seems every item has an invisible ‘do not touch’ sign hovering above it, the CSS roadshow is playful, fun and engaging. After all, ‘boring’ is no-one’s style.”
Visitors can collect and share the results of their experience on social media through a QR code, and introduce their unique style to the world.
To date, the #StateYourStyle experience has enjoyed tremendous success in Beijing, Chongxing and Shanghai, with visits to more cities across China in the pipeline, according to the brand.
Credits
Head of Tribal: Leo Tsui
Technical & Operation Director: Bocys Lam
Project Manager: Billy Cheung
Group Creative Director: Marco Lam
Creative Director: John Woo
Senior Copywriter: Sean Leung
Senior Art Director: Mary Pho
Assistant Art Director: Sam Wong
Account Director: Felix Fong
Account Executive: Jean Ng
Associate Strategy Director: Adrian Tso
CHOW SANG SANG
Marketing Director: Cecilia Yim
Manager, Digital Marketing: Danny Tsang
Senior Digital Marketing Officer: Leona Chan
