GOLD CAMPAIGN
CITY OF DREAMS

In 2018, City of Dreams was celebrating big over Chinese New Year. The usual custom over this time of handing out red packets or lai see (a monetary gift given during special occasions) was replaced with opulent gold. People could stand a chance to win slabs of gold and other luxurious prizes.

We wanted to exaggerate this tradition of showering someone with good fortune and wealth by having someone dripping and bathing in shimmering, liquid gold. The feeling of wealth came through even in the text, where conventional Chinese calligraphy was painted in a thick gold paint. We also crafted a unique QR code which sat inside a Chinese chop which read "Scan here to claim your gold".



CHINESE CALLIGRAPHER
WAH GOR

We were lucky enough to work with one of Hong Kong's most famous calligraphers, Wah Gor, who is well-known for his Chinese calligraphy used in movie posters.




PHOTOGRAPHERS
WARREN DU PREEZ & NICK THORNTON JONES

"Light is a thing of beauty in that it overcomes darkness" 
-W&N

"Warren du Preez and Nick Thornton Jones are regarded as two of the industry’s leading artists within image making and film. W&N began their collaboration in 1998 through their shared fascination of the image-making process and the possibilities of combining their photographic art form and digital domains.

Their distinctive approach in visual communication and experimentation has resulted in striking and highly original artworks for the worlds of beauty, fashion and music. W&N have created editorial for V Magazine, NY Times Magazine, Numero, i-D, Dazed & Confused, Chinese Vogue and Nowness."


The images below belong to W&N. For reference only.


UNIQUE CHINESE CHOP
QR CODE CHOP

We referenced traditional Chinese chops and seals and created our own custom QR code chop.


CREDITS
Client: Melco Resorts & Entertainment (City of Dreams)
Agency: Ogilvy & Mather Hong Kong

CCO: Reed Collins
Senior Art Director: Stratos Efstathiou
Junior Art Director: Vivian Lam​​​​​​​
Account Director: Antony Hung
Senior Account Manager: Rachel Tau
Senior Print Producer: Rebecca Lui
Photographers: Warren Du Preez & Nick Thornton Jones
Retouching: Studio Invisible
Calligrapher: Wah Gor

CITY OF DREAMS - Gold Campaign
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CITY OF DREAMS - Gold Campaign

Gold Campaign for City of Dreams Macau where people could stand a chance to win lots and lots of gold.
87
1561
1
Published: