MQ Group highlights the essence of Heliossy with Raymond Lam

Whisky brand MQ Group has partnered with Hong Kong-based creative agency Uth Creative Group to launch a campaign for its coming new whisky product, Heliossy.

Heliossy is a testament to the artistry of whisky-making, according to the release. Every detail, from the exquisite bottle design to the rich, refined flavor profile, has been thoughtfully curated to reflect a commitment to perfection.

The campaign will last for three months, highlighting the essence of Heliossy, featuring local artist Raymond Lam, whose unwavering dedication to his craft mirrors the brand’s ethos.

Within the campaign video, Lam shares his journey of mastering his performance, drawing a parallel to the meticulous craftsmanship that defines Heliossy.

A spokesperson from MQ told MARKETING-INTERACTIVE that Lam demonstrates his dedication to his acting career, striving for perfection, which has elevated his career to new heights. The collaboration values approximately HK$2.5 million.

The spokesperson added that the campaign will be promoted mainly in Hong Kong and Macau through a diverse range of mediums, such as above-the-line (ATL), below-the-line (BTL), online publicity, and on-ground activations. Furthermore, KOLs will be leveraged in creating brand awareness and driving product interest among their large follower bases.

The full version of the thematic video will officially launch on 14 March and will be rolled out across multiple platforms, targeting mass whisky drinkers, who is looking for great quality whisky with reasonable price. It offers audiences a glimpse into the artistry and dedication behind the brand. It’s a story of passion, precision, and the pursuit of perfection.

Mr Chan, CEO of MQ Group, expressed his enthusiasm for the partnership, “Uth Creative demonstrates great dedication and professionalism throughout the entire creative process of the advertisement, which makes them the perfect partner for this project.”

“We are excited to have had the rare opportunity to exercise such creative freedom on this project,” said Desmond So, CEO at Uth Creative Group. “This remarkable level of trust from our client has allowed us to explore engaging concepts and bring them to life in ways that resonate deeply with the brand's desired image. We believe this collaboration will yield exceptional results that showcase our creativity and commitment to delivering outstanding work.”

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