Landmark Men sends Polaroid party invitation to SCMP readers

DDB Group Hong Kong has developed a campaign for Landmark Men, a dedicated floor catering to the most debonair men’s shopping needs.

The drive focuses on the tagline ‘Be part of the underground scene’ and positions Landmark Men as the place exclusively dedicated for men to shop.

Located in the basement of Landmark Atrium, Landmark Men features 5,500 sqm of retail space offering a one-stop hub for style-savvy men. The floor features over 10 unique stores, including Corneliani, Corthay, Fendi Men, Joyce Grooming, Santoni and Tassels; and chic pop-up stores such as Konzepp and Whisky Library.

To promote its up-coming ‘Whisky Tour’ from 26 to 28 May, a Landmark Men special cover wrap around the South China Morning Post is launched today, together with polaroid shots of whisky glasses placed in unusual positions in Landmark Men’s stores.

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“We wanted to engage our male audience – with exceptional taste, an elite group of men, who shares the sophistication and exclusivity that makes Landmark Men unique," said Simone Tam, president and CEO of DDB Group Hong Kong.

"After two years’ of opening, our campaign promotes Landmark Men’s fine offerings for men, reinforcing its proposition and introducing the new experiences to discerning gentlemen.”

Media buying is brokered by PHD Hong Kong. The campaign spans print, online, social media, and on-premise communications, including floor mats, hoarding, standee and flyers.

Client: Hong Kong Land Limited
Creative Agency: DDB Group Hong Kong
ECD: Jeffry Gamble
Creative Directors: Leung Chung, Vincent Tse
Art Director: Colin Siu
Account Servicing: Maxmillian Mak, Calvin Chow, Emile Chan
Digital Producer: Tifa Wang
Senior Programmer: Tang Chui Yee
Media: PHD Hong Kong