Emperor Watch & Jewellery inspires HK folks to stay honest with new campaign

Emperor Watch & Jewellery has partnered with advertising agency The Bread Digital to unveil a cinematic marketing campaign in Hong Kong for its latest "Core & Encore'' jewelry collection featuring local singer Hins Cheung.

With the tagline “Stay you. Stay original.”, the campaign's runs a narrative on Cheung’s dedication to music and the brand’s pursuit of perfection. According to the brand, the campaign aims to inspire people to stay honest and true to themselves. While the collection is inspired by Cheung’s music, the tagline draws from his drive to never forget his roots, using that to motivate himself and persevere in the name of passion and love.

The centerpiece of the campaign is a video that uses the elevator as a metaphor to represent Cheung across three phases of his career. As he encounters different versions of himself from the past and the future, Cheung shows how his passion for music has never waivered, and how that spirit is distilled into the collection. This video is launched on social media, TV, and across OOH channels, aiming to express Cheung’s elegant and chic image to establish the brand as a relatable luxury jewellery brand.

While the main video aims to captivate the audience through light-hearted and entertaining experiences, key visuals are launched on socials and OOH ads, aiming to create an elegant and elevated atmosphere to accentuate the jewellery from the collection, as well as complement the videos and increase recall. 

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"Our collaboration with Cheung marks a new chapter in blending creativity and marketing innovation. This campaign underscores our devotion to bringing elegance and uniqueness to the market,” said Cindy Yeung, chairman of Emperor Watch & Jewellery. 

“I wanted to see innovation in jewellery promotion. By using the theme ‘Stay you. Stay original.’ to recapture three classic outfits from Cheung's performing career, we can properly showcase the unique design of the new Core & Encore collection and also recall fans' fond memories of Cheung. This lets us positively engage the audience, and boost social awareness," said Law Chi Hang, creative partner at The Bread Digital. 

MARKETING-INTERACTIVE has reached out to The Bread Digital for more information.

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