Named "Wear Your Beautiful Life", the campaign, in collaboration with Uth Creative Group and creative animation studio Nikopicto, tells the story of the relationship between a pair of typical father and daughter in Hong Kong. As time goes by, the father and daughter get estranged but with the help of 88 Bear - the brother-like figure in the family - the father’s old glasses flashed back to invaluable memories over the past 30 years. The flashbacks allowed both the daughter and audiences to revisit collective memories of Hong Kong.
"We aim to set a new standard for Hong Kong animation film in our advertising industry. Our Client (Optical 88) has been very supporting to our idea, they also contributed a lot throughout the development process," said Desmond So, CEO of Uth Creative Group. "Uth has spent tremendous effort to dig out a lot of visual references to bring back the Hong Kong memories in the film. Not just the story, but even every single props appear in the film are based on the real historical reference."
Apart from the full version which was first launched on TV and on social media platform, a one-minute version was created for TV and cinemas. Further social media engagements will be rolled out in due course, inviting parent-KOLs to share their experiences, and to introduce the significance of the brand video’s Hong Kong elements spanning over three decades.
"Family is our greatest treasure. We should show more affection by offering a simple hug or company whenever we could. This is a message we are trying to convey through the film, and to remind our audience about Hong Kong's changes in the past 30 years, where Optical 88 has always been there, growing together," Canyo Ho, group director of Optical 88, concluded.
Client: Optical 88 Limited
Group Brand Director: Canyo Ho
Marketing Manager: Iris Leung
Assistant Marketing Manager: Sylvia Chan
Agency: Uth Creative Group Limited
Chief Executive Officer: Desmond So
Creative Director: Benny Yau
Associate Creative Director: Yan Yeung
Senior Art Director: Alvin Lau
Business Director: Noel Yuen
Associate Account Director: Davy Law
Senior Account Executive: Jan Cheung
Animation Production: NIKOPICTO
Creative Director: Nicolas Lesaffre
Executive Producer: Lily
3D Generalist: Erin Lo, Colin Pun, Kent Kan, Toby Leung, Esther Cheung, Kit Brooks, Damien Ferrier, Lucie Roche, Alexandre Belbarie, Juliette Gales, Pratik Pukayastha, Sunny Leung, Leo Rezende’
Media Agency: Vibes Limited
Head of Digital Media: Kenna Shum
Associate Account Manager: Kent Yiu
Social Media Executive: Kin Law