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CSL launches red iPhone 8 & Apple Watch campaign with Gordon Lam & Lam Suet

CSL has just launched a new mega campaign riding on the brand platform – ‘Live big with csl’, starring Gordon Lam-Ka-Tung, Best Actor for Hong Kong Film Award 2017.

‘Live big with csl’ is the brand promise, as csl “believes in providing high-performance network plus top technology for every mobile user in Hong Kong, to assure them the best use of time through their mobile device.” Or as Gordon puts it in the TVC – “Everybody gets 24 hours a day, no one can change that, but a speedy network keeps me ahead of the world.” The campaign connotes how csl can assist users on different aspects and help users utilise their time more efficiently.

The brand invited Gordon Lam Ka-Tung and Lam Suet, who both represent different types of Hong Kong people, to star in the campaign. Gordon is a workaholic with multiple identities, such as an actor, a film producer, and an artist manager, and the story revolves around a day of his life, and how he achieves so much more with his iPhone 8 (PRODUCT) RED TM & Apple Watch Series 3 (GPS + Cellular), both powered by the csl high-speed network. Lam Suet on the other hand is an optimistic person to enjoy life to the fullest, and The Club offers him a good experience.

Bruce Lam, CMO of CSL Mobile Limited and CEO of The Club, commented that “Speed is always essential, and this is a given factor as a leading brand to offer to its customers.  Apart from the tangible benefits, consumers should feel that the brand is aspirational yet approachable because all Hong Kong people are living in a fast-paced culture. We want our customers to feel proud of being part of a winning brand, keep pace with the times, live big with csl.”

The campaign is the first partnership between csl and Apple, with csl being the first mobile operator to sell Apple Watch Series 3 (GPS + Cellular) exclusively; the iPhone 8 (PRODUCT) RED TM is also available in store.

The thematic campaign consists of TV, print, OOH, digital and social.

Credits
CSL Mobile The Club:
Chief Marketing Officer of CSL Mobile Limited and Chief Executive Officer of The Club: Bruce Lam
Senior Vice President, Marketing: Clive Chow
Vice President, Brand & Communications: Macy Ng
Vice President, Digital Marketing: Methy Chi
Senior Manager, Brand & Communications: Raymond Lee
Assistant Vice President, Digital Marketing: Kitty Lee
Assistant Manager, Brand & Communications: Darren Yeung
Marketing Manager, Digital Marketing: John Kam
Assistant Manager, Brand & Communications: Ricky Lau

Uth Creative Group Limited
Chief Executive Officer: Desmond So
Creative Director: Anderson Wan
Senior Copywriter: Yan Yeung
Senior Art Director: Ryan Chu
Copywriter: Pamela Chan
Associate Art Director: Henry Choy
Business Director: Noel Yuen
Account Director: Maggie Yuen
Associate Account Director: Angus Chan
Account Executive: Keefe Ho

Mutual Workshop
Director: James Leung
Executive Producer: Dicky Wu
Co-Director: Joseph Wong
Director of Photography: Kokei Leung
Art Director: Silver Cheung
Action Choreographer: Jack Wong
Producer: Cyrus Lai
Line Producer: Fir Cheung
Production Manager: Bonnie Ching
Stylist: Sara Leung

Post-production House: Light Club Multimedia

Music Composer: Jean Michel Ou

Photography Company: cheez photo workshop
Photographer: Jacky Chee

Making-of Production
Director: Chi Fat @ Motion Eye

Media Agency: Mindshare Hong Kong Ltd

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