Chow Sang Sang hits the silk road with #StateYourStyle campaign

In partnership with Tribal Worldwide Hong Kong, Chow Sang Sang (CSS) has launched a China-wide roadshow, including digital installations, to introduce the jewellery retailer’s new #StateYourStyle campaign.

The project is based on the belief that style should not be prescribed, but rather come from within. Under the hashtag #StateYourStyle, CSS encouraged people to be bold, be themselves and show off their own, unique style by mixing and matching CSS jewellery.

“With the popularity of the fast fashion concept, people may forget about their unique character and style,” said Cecilia Yim, marketing director at Chow Sang Sang.

“With the #StateYourStyle campaign, we wanted to remind consumers to be themselves. Expressing their inner attitude and character is the most authentic beauty and fashion statement one can make.”

Tribal Worldwide Hong Kong designed a pop-up roadshow visiting tier one and two cities across China. In contrast to static jewellery displays, the CSS activation embodies interactivity and includes three different experiences that correspond to character traits like cool, playful or ladylike. Each room gives participants the opportunity to let their own style shine with CSS’s jewellery range.

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The first room invites visitors to pose like a fashion model. The studio set-up captures the whole experience so participants can browse and edit their pictures. In the second room, visitors demonstrate their creative style by composing a song with an interactive music box using CSS charms, rings and pendants. The third and final room lets visitors express their feminine style through a hand sensor that captures hand gestures along an interactive wall - which lights up to highlight different attributes, including #KeepChanging or #Graceful.

“Instead of a museum-like set-up where it seems every item has an invisible ‘do not touch’ sign hovering above it, the CSS roadshow is playful, fun and engaging. After all, ‘boring’ is no-one’s style,” said Leo Tsui, head of Tribal Worldwide Hong Kong.

Tribal WW_CSS_Result

Visitors can collect and share the results of their experience on social media through a QR code, and introduce their style to the world.

Tribal Worldwide Hong Kong took responsibility for the concept development, experience design and application development, technology sourcing and project management.

To date, the #StateYourStyle experience has enjoyed success in Beijing, Chongxing and Shanghai, with visits to more cities across China down the pipeline.


Tribal Worldwide Hong Kong
Head of Tribal: Leo Tsui
Technical & operation director: Bocys Lam
Project manager: Billy Cheung
Group creative director: Marco Lam
Creative director: John Woo
Senior copywriter: Sean Leung
Senior art director: Mary Pho
Assistant art director: Sam Wong
Account director: Felix Fong
Account executive: Jean Ng
Associate strategy director: Adrian Tso

Chow Sang Sang
Marketing director: Cecilia Yim
Manager, digital marketing: Danny Tsang
Senior digital marketing officer: Leona Chan