Beauty retailer Mannings Hong Kong launched a campaign via DDB Group Hong Kong to round out 2020 aimed at showing appreciation for “the women in our lives who have helped us through them.”
A part of the brand strategy that hopes to inspire a “healthy kind of beautiful”, the creative platform communicating the new direction for the brand is called #StrongBeauty and “salutes the incredible strength and resilience women have shown in their ongoing efforts to help and reassure others through tough times this year.
The campaign spot features vignettes of moments of appreciation, in reference to the women of Hong Kong. The tagline, “Your strength makes you beautiful”, is both a tribute to the inner strength of women, as well as a take on a more inclusive and progressive sense of beauty. The soundtrack of the launch film features Korean band, Standing Egg’s indie hit “Yell”, with lyrics that echo the sentiment of the scenes.
“We really wanted to shine a light on our customers, who are often the unsung heroes in peoples’ lives,” said Doreen Cheng, Director, Sales & Marketing at Mannings. “We have witnessed these women this year, continuing to support the wellbeing of others, and in doing so have come to appreciate the important role they play in supporting our society and the selfless strength often required, not least in a pandemic.”
“It is exciting to bring a brand to life through a communication platform that is built on saluting its customers,” said Andreas Krasser, CEO at DDB Group Hong Kong. “Honoring these strong and beautiful women is only the first step, however. We are looking forward to pursuing this in even deeper and more meaningful ways throughout 2021.”
Client: Mannings Hong Kong & Macau, The Dairy Farm Company limited
Director, Sales & Marketing: Doreen Cheng
Head of Branding, Sales & Marketing: Benny Ko
Senior Brand Manager: Cafy Choi
Assisant Marketing Manager: Yannie Wong
Senior Marketing Officer: Regine Tang
Senior Marketing Officer: Athena Ho
Creative Agency: DDB Group Hong Kong
CEO: Andreas Krasser
Group Business Director: Albert Wong
Group Strategy Director: Adrian Tso
Executive Creative Director: Frankie Fung
Senior Creative Director & Creative Partner: Christine Lai
Associate Creative Director: Cola Chan
Art Director: Ruth Wong
Art Director: Steph Fong
Senior Account Manager: Keefe Ho
TV Production: Annie Tong
Print Production: B Ng
Production House: Yamanyao
Director: Ah Mo
Media Agency: OMD Hong Kong
Managing Director: Gary Wong
Business Director: Eppie Tsang
Planning Manager: Natalie Yu
Planner: Charlie Ling
Assistant Buying Manager: Carmen Yung
Assistant Performance Manager; Jonathan Kwong
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