TamJai Yunnan Mixian (TamJai) has joined hands with 12 local illustrators to launch TamJai-themed drawings in its latest creative campaign.
This comes as the brand hopes to further commit to its corporate social responsibilities through creative campaigns, with “TamJai Jeh Jeh” (TamJai waitresses) and “TamJai-ese” becoming familiar cultural artifacts of Hong Kong.
The 12 illustrators that took part in the campaign include Pei Chung, Hum Chuk, the weird things, Jasontommy, Eggshell, ArYU, Issac Spellman, Milktealogy, Vivian Ho, Miss Quai, Bao Ho and Yorki. Each drawing represents an iconic TamJai-ese message, where TamJai-ese is blended into world famous paintings.
The 12 drawings were also made into calendars for redemption at TamJai branches and were available for a charity sale, with proceeds going to HER Fund and Heep Hong Society to support community engagement as well as child and adolescent development initiatives.
The drawings were showcased at The “TamJai Jeh Jeh Speaks Exhibition", which was launched on 12 January and ran until 19 January in the Open Piazza and corridor of The Forest mall in Mong Kok.
Furthermore, fans were invited to participate in the TamJai drawing appreciation online game. Upon answering questions on the TamJai-ese drawings, they will receive one drawings of TamJai-ese calendar or one TamJai Che Che blind box.
MARKETING-INTERACTIVE has reached out to Tam Jai for further information.
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