Mannings pays tribute to women in latest campaign

The pandemic has been a central theme of many campaigns since the very beginning. At the end of 2020, Mannings rolled out a campaign paying tribute to women in the city who have worked hard and remained resilient amid the challenges. 

The campaign's goal is a new brand strategy for Mannings, designed to inspire a “healthy kind of beauty”. To support this notion, a new direction for the brand called #StrongBeauty was launched, saluting the strength and resilience that women had shown in their ongoing efforts to help and comfort others through tough times.

According to the brand, #StrongBeauty "looked beyond the superficial and recognised the strength of character as a defining aspect of beauty at a time when it’s never been more valued."

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The tagline of the campaign is “Your strength makes you beautiful." It could be seen by way of in-store, OOH and online initiatives, including more than 50 influencers sharing their stories on social media, hoping to inspire customers and providing them with the opportunity to give shout-outs to women who made their own lives better last year.

“We really wanted to shine a light on our customers, who are often the unsung heroes in peoples’ lives. We have witnessed these women this year, continuing to support the wellbeing of others," said Doreen Cheng, director of sales and marketing at Mannings.

Andreas Krasser, CEO of DDB Group Hong Kong, commented, “It is exciting to bring a brand to life through a communication platform that was built on saluting its customers. Honouring these strong and beautiful women is only the first step however. We are looking forward to pursuing this in even deeper and more meaningful ways throughout 2021.”

Credit:

Client: Mannings Hong Kong & Macau, The Dairy Farm Company
Director, sales and marketing - Doreen Cheng
Head of branding, sales and marketing - Benny Ko
Senior brand manager - Cafy Choi
Assisant marketing manager - Yannie Wong
Senior marketing officer - Regine Tang, Athena Ho

Creative Agency: DDB Group Hong Kong
CEO - Andreas Krasser
Group business director - Albert Wong
Group strategy director - Adrian Tso
Executive creative director - Frankie Fung
Senior creative director and creative partner - Christine Lai
Associate creative director - Cola Chan
Art director - Ruth Wong, Steph Fong
Senior account manager - Keefe Ho
TV production - Annie Tong
Print production - B Ng

Production House - Yamanyao
Director - Ah Mo

Media agency - OMD Hong Kong
Managing director - Gary Wong
Business director - Eppie Tsang
Planning manager - Natalie Yu
Planner - Charlie Ling
Assistant buying manager - Carmen Yung

Assistant performance manager - Jonathan Kwong

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