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Port

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2017


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- come rain or shine

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AU-YEUNG YU CHING

�y

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Integrated Campaign

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#WhatsYourPersonaliTEA Integrated Campaign for TEACHA


CAMPAIGN OVERVIEW

TEACHA is a professional tea brand. Its provides yearly subscription for customers to try out different type of tea. This campaign is to raise awareness to potential customers, and tell the story of TEACHA in the most simple way.

CHALLENGES

Potential customers find it difficult to pick their best tea, as TEACHA is too professional and provided too much options for people who don't know much about tea.

INSIGHTS

Understanding self need is difficult; as people don't know themselve well, they tend to believe and rely on personality tests to justify their traits.

TARGET AUDIENCES

BIG IDEA

18-28, male and female confused with own identity feeling lost

#WhatsYourPersonaliTEA Find your tea, Find yourself


PHASE I: TEACHA X SNAPCHAT FILTER People tends to hope for compliment when posting a selfie. Therefore, they always fake themselve by filter to show their desired self-image, rather then showing their real "face". As Snapchat user takes a selfie with the TEACHA filter, a pop-up window would appeared and show the message for the TEACHA BAR.


PHASE II: TEACHA BAR We hope to bring the idea of "having a drink and meet a new friend" to TEACHA and match strangers by sorting them with the personaliTEA test. Step 1: Complete the PersonaliTEA test on the machine Step 2: The test would generated a PersonaliTEA result to assign the user a random seat and a cup of TEACHA tea. Step 3: Users sit at the assigned seat and chat with other random users while drinking the TEACHA tea.


PHASE III: TEACHA APP If the users feels comfortable with the tea she or her new friend is drinking, she can scan the QR code to know more about the test result and the related PersonaliTEA, then purchase it through the TEACHA app.


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Small yet BIG

The Marshall Guerilla Campaign


CAMPAIGN OVERVIEW

CHALLENGES

INSIGHTS

TARGET AUDIENCES

Marshall is an English professional brand for that designs and manufactures music amplifiers, speaker cabinets, brands personal headphones/earphones. This campaign is to promote Stainwell, the new portable speaker.

As Marshall started as a manutacturer of music amps, it is considered expensive for those who think they are not a pro of music.It also leads to a misunderstanding of all Marshall product of the brand is bulky. Customers may doubt that they don't have enough space for a speaker although they really want one. "Size does not mean quality." "Stainwell is portable - I can bring my music around."

The campaign targets at male and female aged 20 - 40, students or working class. They are music lovers but not a pro musician. Music is their favourite way for them to relax in their busy and stressful daily life.

Small yet BIG.

BIG IDEA

TOUCHPOINTS

Guerilla

Camera FIlter

Random Music Player


GUERILLA Putting fake speakers at places where people wants to play their music loud but they actually cannot do so. These locations are mainly the spots that potential customers would go to in their daily routines, such as public transport, washrooms or study rooms.


THE MARSHALL CAMERA FILTER This camera filter automatically detects faces whose mouth are moving and covered it by the Marshall Speaker - turning the noisy one you dislike into the music you like.


RANDOM MUSIC PLAYER THE REMOTE CONTROL Through the Marshall Groove the City App, customers can pick a song and broadcast it throughout the city. They can also share their favourite line.


RANDOM MUSIC PLAYER THE STATION The system is connected to the MTR ads or bus shettles as a LCD screen; the song would be broadcasted at random Marshall stations through the speaker, along with the lyrics they pick showing on these screens.


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#ByYourSide Integrated Campaign for Garden


CAMPAIGN OVERVIEW

Garden, the long-history local bakery founded in 1926, although being well-known and having a stable market, was often considered as an old-school brand without style. This campaign is to modernize Garden and build the emotional linkage between the brand and its customers.

CHALLENGES

The art direction is too common, without identity and not stylish. The ads are not remarkable. The social media part is weak too - there are very few interactions between the brand and their audiences.

SOLUTIONS

The Old-fashioned Garden = Your Old Friend You don't realize you used to buy the same Garden products everyday because of its stable and memorable taste.

TARGET AUDIENCES

BIG IDEA

TOUCHPOINTS

VS

You may easily forget about your old friend, but he or she is always here by your side, keeping all your secrets and the good memories

The campaign targets at male and female aged 18 - 25. They are new to college, busying on job-seeking or just started their career at entry-level positions. The group was commonly not fitted into new environment and new relationships, thus feeling isolated and helpless.

#ByYourSide Facebook Post

= your good old friend = collective memories = a bridge between friends

DIY stickers minisite

DIY package pop-up store


FACEBOOK SPONSORED POSTS Facebook sponsored ads appears under the “On This Day” page, where facebook users can see their past facebook stories on the same day of previous year. The sponsored post here acts as a connection to the minisite, and a promotion and introduction the pop-up store.

POP-UP STORE DIY STICKERS MINISITE


THE MINISITE As customers enter the DIY stickers minisite, they can pick their own Garden character and customizes its features to create their own set of stickers. Afterwards, they can directly download their stickers and use them on Facebook Messenger or Line.


POP-UP STORE At the pop-up store, customers can design their very own Garden packaging. Photo booths are set up and they can take pictures and print them on the packaging, or simply draw or write on it.


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Print Ad / Copywriting

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The Inner Luxury A Print Campaign for Ghirardelli


CAMPAIGN OVERVIEW

Ghirardelli is an American fair-trade chocolate brand targeted at a higher-end market. The campaign is aiming to introduce the brand as an label or an attitude for the females who has higher social awareness and concerns about their lifestyle.

CHALLENGES

Although Ghirardelli defined itself as an high-end brand, it does not stand out from other similar brand. Customers could not see the difference between Ghirardelli and other chocolate, and there is no sense of belonging when customers are purchasing Ghirardelli products.

INSIGHTS

"I am proud to purchase Ghirardelli." Purchasing Ghirardelli is the way to show support to fair trade. Customers feel proud to buy the brand - it is not only a product, but also a lifestyle and a self-image.

TARGET AUDIENCES

BIG IDEA

Female, 18-35. They have strong opinions towards news and social issues, and always eager to express their views. Therefore, they choose a brand according to its CONCEPT and BELIEF, price is not the main consideration. They believe quality and inner value is more important than quantity.

Ghirardelli is an inner luxury. Luxury does not only mean the “outer beauty”, i.e. the taste and the package, but more importantly, it refers to the “inner quality” - the belief of fair trade.


VISUALS Using nude back and tiny tattoo as the symbol of "inner beauty". Choice of photography matches with the colour tone of Gharardelli's logo.


COPY Not defined by color, not determined by body shape. The unique and precious come from the attitude underneath. We share a little similarity. That is why you pick us. The fair chocolate.


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#YesYouCan

Outdoor Campaign for Tom Lee


CAMPAIGN OVERVIEW

Tom Lee is the most well-known music store in Hong Kong.This campaign is to reverse the bias of "learning music is boring and difficult."

CHALLENGES

Customers think that learning music is only for kids. Also, Tom Lee has no distinctive art direction style, leading to the misunderstanding that "learning musical instruments is not a cool thing".

INSIGHTS

TARGET AUDIENCES

BIG IDEA

“Non-expert like me can play instruments.” “It is never too late to learn an instrument.” “I can do something unordinary!”

The campaign targets at male and female aged 20 - 40. They are senior students or working class, who are having a busying lifestyle. Their daily life tended to stick to a strict rountine because of their tight schedule.

#YesYouCan


EXECUTION

Mainly placed in locations where city commuters always pass by, or in busy commercial areas.


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The Little Secret

Print Ad for Assessorize Embroidery Series


CONCEPT

The smallest details - embroidery made the biggest differences. Adapting a usual fashion photography style and add embroidery on it.


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Through Her Eyes Print Design for Lensational


CONCEPT

As an advert for Lensentional, an NGO fighting for women rights, to encourage target audiences to donate their old cameras to women in developing countries, the idea of this ad is to remind our audiences to understand the true needs of the needys - seeing the life and emotion of a woman, "through her eyes", which is the camera lens that let these women express themselves through photography..


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to the muSEAum Print Design for Setouchi Triennale 2016


CONCEPT

In summer 2016, I spent two weeks visiting the Setouchi Triennale , Japan. Inspried by how the artists and the residents integrated artworks into the Setouchi islands and turned the whole area into a huge museum, I came up with the headline "to the mu-sea-um" and developed it into a series of poster with the photos I took during my trip.


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xoco

Print Design for a chocolate bar


CONCEPT

Targeted in higher class female, the art direction style is more elegant, with a white - brown -black marble tone to fit with the chocolate product.


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Social Media Campaign

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Music Everywhere Social Media Campaign for MOOV


CAMPAIGN OVERVIEW

CHALLENGES

INSIGHTS

TARGET AUDIENCES

BIG IDEA

MOOV is Hong Kong’s first paid digital music service brand. The campaign aims to promote the exclusive HD live series of MOOV and boost the popularity and interactions of MOOV’s Facebook page.

Customers think that learning music is only for kids. Also, Tom Lee has no distinctive art direction style, leading to the misunderstanding that "learning musical instruments is not a cool thing".

Live performance is the intimate music sharing platform between artist and fans.

The campaign targets at teenagers and younger adults, aged 16-35 male and female. They are music lovers, always attend live shows. They are also loyal to certain singers or bands, thus sticking with social media for latest news of their idols.

Music can happen everywhere.


PHASE (I) INITIAL FACEBOOK POST

MOOV facebook page, as the major platform to promote the series of events would act as the initial part of the event.

PHASE (IIA) THE CLUES

Clues of the venue are given on the Facebook page. It attracts potential costumers to check out the page more frequently.


PHASE (IIB) THE GUERILLA

At the venue of MOOV Secret Live, mysterious footsteps signs, MOOV logo and QR code are displayed to attract non-MOOV followers to check out what's going on at the spot.

PHASE (III) THE EVENT

At the event day, MOOV and the featured band would cooperate and broadcast the event on MOOV's platform and the band's social media page such as Facebook and Instagram. It attracts the attentions of the group of fans who don’t know much about MOOV.


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Book Design

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The Next Station Is... The Helvetica X MTR Fun Fact Book


CONCEPT

I was always curious of how the Hong Kong MTR uses different color to represent each station. Therefore, I did a little research on the MTR stations and developed it into a type specimen of Helvetica, which is adapted on the station name signs.


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LittleArt

Logo Design / 2017 Product Catalog Book


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Brand Story Writing

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「工作已經佔去人生數十年了,就算挪出一年去工作假期,也不會構 成什麼損失吧!而且會得到跟工作完全不一樣的體驗,其實很值得。」 眼見申請工作假期的三十歲大限將至,一直熱愛旅遊的 Louis 毅然捨 棄六年多的會計工作,準備申請工作假期。那時候,法國才剛開放香港人 的工作假期申請,本來一心打算前往澳洲與紐西蘭 的 Louis,決定改變主 意,前往這個對於工作假期人士而言相對陌生的土地。 「我之前在英國留學過一年,也去過法國旅遊,所以當初得知法國將 會開放工作假期的時候,自己其實興趣不大,只是後來仔細想想,畢竟旅 遊和工作是不一樣的體驗,那就試試看吧!」辭去工作之後的一個月, Louis 就帶著大學時期修讀法文課的殘餘記憶,以及一份法文履歷表,以 波爾多作為起點,開始接近一年的工作假期。到埗的第一周,他先住在青 年旅社尋找工作以及未來的住宿;很快的他就波爾多市中心找到了一家分 租公寓,然而找工作的過程卻相對困難。原來,在法國,很多行業都有自 己的職業認證制度,簡單如烘焙等都需要考取相關的證書以獲得從業資格。 於是,Louis 只能逐家逐戶的「叩門」,最後終於在公寓附近找到第一份 工作──酒館侍應。 從香港四大會計師行到波爾多的小酒館 然而,從會計師轉換身份成為侍應,要面對的並不只是從處理稅款數 字變成五花八門的酒品與餐點那麼簡單。Louis 則是花了一點時間,重新 適應法國工作的緩慢步調。他笑言,在香港被逼著急促慣了,即使面對法 國的緩慢步調,還是不自覺地流露香港人「分秒必爭」的習性:「夏天是 波爾多的熱門旅遊季節,酒館的人流亦相對增加不少。當我在擔心來不及 幫客人點餐的時候,本地的同事們卻是一貫的悠然自得,閒聊完才慢慢的 回到工作崗位繼續幫客人上菜。到了晚上結算營業額的時候,就發現自己 負責的部分比他們多賺了幾百歐元,老闆看了帳目亦沒有特別表示什麼。 而且,法國的本地人沒有給予小費的習慣,即使一晚的營業額有一千歐元, 我作為侍應一般也只會收到十至二十歐元的小費,所以我也沒比他們多賺 很多啊!」

法國人的長假期與短工時也讓 Louis 羨慕不已。除了周末休息之外, 天氣也可以是放假的原因;以 Louis 所在的波爾多為例,由於位處法國西 南面的關係,波爾多的夏天甚為炎熱,於是不少商戶都會選擇在八月休息 一整月。而在 Louis 的第二個工作地點-法國北部的斯特拉斯堡,則是在 全國最大型聖誕市集後的一月放假。即使在工餘時間,法國人亦不像香港 人一樣,拼命的把工作之外的空白填滿。「法國人好像從不介意等待;即 使在銀行或者超級市場排隊排很久了,他們也不會流露出半點不耐煩。」 Louis 回憶起,在香港總是害怕錯過朋友之間的最新動態於是常常滑著手 機檢查訊息,或者忙於應付朋友間的應即使回酬,就算回到家了,也少不 免被電視的噪音轟炸,然而,來到法國之後,Louis 也不得不學著享受自 己的時間。「侍應工作需要久站很累,回家之後就不太想做別的事情了; 而工餘的周六日,我會去周邊的小城市旅遊。那裡比其他商業化的熱門旅 遊城市簡樸,可以體會到不一樣的風情。」 放慢生活,重心放回生活上 在法國的風景裡走著走著,Louis 慢慢地找回了工作與生活之間的平 衡。「我覺得,找到一個可以滿足心靈的寄托非常重要。法國人從不把工 作當成生活的重心,而不像我們香港人,總是工作到忘記好好生活。所以, 我在這段日子裡,重新思考了很多,希望可以找到一個喜好,尋回生活的 熱情。目前最喜歡的還是寫作吧!中學畢業之後很少寫文章了,於是我設 立了自己的 Facebook 專頁「出走地平線」,一方面當然是想跟大家分享 自己的旅遊經歷啦!另一方面希望能推動自己持續寫作保持發文量,鍛鍊 文筆。」就像每個旅人一樣,Louis 也期待著下一次的出走,尋找更多的 未知。「最近也有在計劃下一次旅行的目的地,一直都很喜歡旅遊,令自 己心理更健康,保持快樂。去過這一趟之後,發現這個世界其實存在很多 可能性等著我們去發掘呢。」


「一直以來我堅持以全英語演繹,是希望不同種族、膚色及語言的人都能 更認識和接觸到香港文化同本土音樂。」他在自我介紹那欄這樣寫道。 曼徹斯特、足球、Live Show 生於中產家庭的 Kevin 從小在大埔長大,12 時被父母送去蘇格蘭就讀 寄宿學校,「但凡父母有點能力,都希望將子女送往外國讀書和見識,而 當時的我也沒想太多,就有點『沒頭沒腦』地去了蘇格蘭。」在蘇格蘭完 成中學課程後,Kevin 選擇前往曼徹斯特繼續學業。 除了藝術歷史這門主修科目以外,「足球」和「演唱會」絕對是 Kevin 大學生涯中不可缺少的兩根支柱,而在曼城的那三年時間則是為他日後的 音樂創作路帶來不少反思和想法。 「知道為什麼是曼徹斯特這座城市嗎?」Kevin 眼開眉展地問到,「因 為曼城擁有全英國最頂尖的球隊,也是繼倫敦後最多樂隊聚集,和選擇巡 迴表演的城市。」從小喜歡足球的 Kevin,離開廣福道球場後,不單對足 球的熱誠越燒越旺,甚至因為足球而選擇前往曼徹斯特大學讀書。「當年 為了親身體驗球場的氣氛,及拉近和球賽的距離,我不惜前往奧脫福球場 自薦,並在球場工作到畢業為止。」至於足球以外的時間,Kevin 幾乎全 都投放在演唱會上,「學生票絕對是一大誘因,那三年時間,我一有空就 會聽演唱會,不論任何類型音樂,尤其是 Live Show,只要合時間我都會 去聽。」 儘管對 Kevin 而言,英國的生活相對自由,亦頗合己意,但畢業後在 倫敦闖蕩的半年期間,他仍未找到自己興趣所在,最後決定重回大埔,回 去那個自己最為熟悉的家。 第二條路——音樂? 初回香港,Kevin 曾在畫廊工作過一段時間,然而因工作和理想差異 過大,以致他選擇辭去工作,放棄在藝術方面的發展。「藝術史讀起來其 實頗有趣,但實際工作卻感覺和所學的有點背道而馳,金錢和數字的意義

實在被過份渲染了。」恰巧在家待業的期間,Kevin 在網上接觸到第一代 的 Youtube Musician,看到外國不少美籍華人或亞裔(主要是韓國人)所 上載的音樂翻唱片段,令他也頓時心癢想一嘗創作音樂。 「當時看到那些音樂短片就頭腦發熱,有種類似今日所說的『其實唔 難』的心態,立刻跑到樓下樂器店買了第一把屬於自己的結他。」當年的 他二十四歲,對音樂一竅不通,不諳任何一種樂器,也不懂樂理,更遑論 音樂創作和剪接,然而他就憑著一腔熱血,想也不想就一頭裁進音樂的世 界。 為了完成第一條屬於自己的音樂短片,Kevin 從最基礎的樂理開始著 手,同時在網上觀看結他短片教學,慢慢摸索出一個獨立音樂人的基礎技 能。與此同時,他選擇在本地一間幼兒園擔任 Playgroup 老師,趁公眾假 期和下班後短暫的時間自學和練習結他,而創作音樂對 Kevin 而言,也從 最初的「星夢」和貪新鮮慢慢轉變至興趣和愛好。 與其說 Kevin 是誤打誤撞選擇了音樂這條道路,不如說音樂早在他的 基因烙下了印記,打從他記事起,家裏就長期音樂不斷。Kevin 父母極其喜 歡英倫歌曲,尤其是六十年代「英倫入侵」時期的樂隊,像 The Beatles、 The Rolling Stones、The Animals 等都是他家的慣常「座上客」,「因為 父母的影響,我從小就對英倫歌曲有好感,加上在英國留學的那段時間, 令我更希望能在香港玩具有英倫風格的音樂,讓更多外國的朋友認識來自 香港的音樂。」 音樂和其他事情也一樣 不進則退 隨著其中一首以香港地標命名的歌曲《蘭桂坊》釋出,Kevin 的音樂逐 漸被人所認識,令他越發認真考慮應否專心一致創作音樂。一年後,Kevin 放棄了所有全職工作,用過往的積蓄租用了一個小型工作室,並按自己的 興趣持續創作出屬於香港這個地方的音樂。從《蘭桂坊》開始,Kevin 在 數年間陸續創作出幾首具有地區色彩的音樂,包括《大埔》、《東隧》、《深 水埗》、《牛頭角》等等,而每一首歌曲的短片從拍攝、短片剪輯、音效等, 都是由他一手包辦,絕不假手於人,「這樣的作品才能表達我的感受!」


「《大埔》這首歌對我而言意義重大,裏面唱的是我對這個社區的感情,因為我 在大埔長大,回港後也住在大埔,將來還會住在大埔;而《牛頭角》講述的是我 對 Live Show 的回憶,《東隧》則是描繪那些日夜在九龍和香港島穿梭的打工 仔。」問及印象最深刻的一首歌,Kevin 笑著說:「絕對是《蘭桂坊》!那年我 生日約了朋友慶祝,然而當我到達蘭桂坊時,我被『放了飛機』,所以當晚我就 寫了這首歌。」 「香港其實不是沒有資源,也不是沒有人才,只是香港的主流樂壇感覺上沒有進 步。十年前是情歌主導,今天還是情歌主導,十年前是那些藝人,今天還是那些 藝人。」對於香港的樂壇,Kevin 有這樣的感慨。 「香港和英國在獨立音樂方面分別在那裏?」 「當然是酒精啊!」Kevin 半開玩笑說道:「香港的觀眾感覺比較冷靜。」撇開 這個玩笑,Kevin 認為是典型的香港文化導致本地音樂深受侷限,「香港人只會 去聽自己感興趣的樂隊或音樂,而英國人則比較開放,他們的邏輯是『我需要去 聽才知道自己喜不喜歡』,因此較樂於去觀看新的樂隊,而我在英國的那三年正 正受朋友影響,以致對不同類型的音樂有所認識。」 主流音樂的產出狹窄,甚至為了過份照顧聽眾的期望而漸趨保守,「老實說,這 幾十年香港音樂有什麼大進化嗎?」Kevin 坦言,這樣的環境對音樂發展並不是 件樂觀的事,甚至令不少後起之秀感到灰心,因為「非主流」在香港很難生存。

後記 受「電波少年」坐順風車的電視節目影響,Kevin 讀書時也希望自己能夠做一次 瘋狂的事,讓自己的大學生涯不留遺憾,便毅然報名參加學校支持的 Morocco Hitch 籌款活動,夥同另一大學的韓國女生從倫敦一路截順風車到摩洛哥,沿途 經過英國、法國、西班牙、葡萄牙等國,「直到摩洛哥為止都很順利,當時就在想, 原來世界上有許多人如此善良和大方,如果香港人也不如此斤斤計較多好?」 好景不常,在最後一站摩洛哥,Kevin 和朋友被一個當地人所騙,誤導前往其位 於荒山野嶺的「家」,更在那裡發生了一件令 Kevin 和死神插肩而過的事情,「當 時的我真的非常恐懼,刀口都架到我面前,慶幸的是我活著走了出來。」 「經歷過生死,人不免會重新反思活著的意義是什麼。如果你找到自己的夢想, 那就應該放膽嘗試,我很幸運,因為我有第二次機會。」


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Au-Yeung Yu Ching's Portfolio  
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