Fairwood unveils TVC as part of 50th anniversary celebration

Hong Kong-based fast food chain Fairwood has launched a TV commercial as part of its citywide 50th anniversary campaign, illustrating a nostalgic journey of how generations of HongKongers have gone through with the brand.

Namely 「快活是‧快活事」, the 30-second advertisement begins in the background of the early 70s, an opening ceremony of the first Fairwood store in Tsuen Wan. It has adopted elements of vintage as a marketing strategy to engage with their target audience, such as old Hong Kong streets, neon lights, plane over Kowloon City. The video then switches from a vintage setting to a an animated setting that stated "Welcome to 2072", where Fairwood staff are seen wearing costumes from different times and designs.

MARKETING-INTERACTIVE has reached out to Fairwood for further information.

To reproduce the face of old Hong Kong, the creative team, Hungry Digital & Honne Creates, has utilised the latest LED screen display technology instead of traditional green screens.

The massive LED display creates a realistic virtual background that projects with 3D computer-generated imagery. The production team has spent much detail on the vintage costumes, styling, makeup, and physical setting. Therefore the actors and actresses can perform in an immersive experience rather than based on imagination.

A similar technique and effort have also been applied in the scenes of the 80s, 90s and present. To depict the future when Fairwood celebrates its 100th anniversary, the creative team has partnered with the Tsui Brothers, a local animation team, for an animation session. The creative team has also commissioned Yuki Lovey, a local singer-songwriter, to produce s a piece of sentimental music featuring various nostalgic musical styles for the video commercial.

This comes after the brand launched a citywide promotional campaign back in October this year, including keeping the "jumping man" logo and overall brand identity while contrasting it with Fairwood’s logo from 50 years ago. 

Apart from vintage-design paper cups, packaging and staff uniforms, and store posters on Fairwood in the past 50 years (total of 50 versions, half being Fairwood’s staff and half being milestones, vintage objects and dishes), a brand new mobile app featuring more advanced ordering system, discounts and CSR action was also launched in mid October. The mobile app-related CSR action "走塑 · 齊齊捐" waste reduction and donation campaign aimed to encourage customers to keep a sustainable lifestyle. 

In a previous conversation with MARKETING-INTERACTIVE, a spokesperson from Fairwood said that more anniversary-related actions will happen in November.  This will include the introduction of various classic vintage dishes from the early years of Fairwood, and a 1970’s style Fairwood store at one of the brand's Mong Kok outlets.

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