Hong Kong is known to offer a fast-paced lifestyle but residents often find themselves caught up in the frenzy of everyday living. Cityplaza, one of the largest shopping malls in Hong Kong, wanted to remind people to appreciate quality time away from the hustle and bustle of life, and in partnership with Saatchi & Saatchi Hong Kong, launched a new campaign to encourage people to ‘LIVE HAPPY’.
The intention of the ‘LIVE HAPPY’ campaign is to remind Hong Kong residents of the simple pleasures in life and that happiness can appear in many forms, at any time. The campaign coincided with a new brand for Cityplaza.
“We are delighted to have worked on the ‘LIVE HAPPY’ campaign”, said Alexis Chiu, Managing Director of Saatchi & Saatchi South China. “It’s incredibly meaningful to have the ability to spread the feeling of happiness, promote positive attitudes in Hong Kong and help citizens realize the essence of life and the purity of happiness.”
The ‘LIVE HAPPY’ campaign included a new logo for Cityplaza and a series of print and digital advertisements that featured scenes of people in happy moments. Outdoor advertising on public transport highlighted the new ‘LIVE HAPPY’ slogan and brought fresh positive energy to commuters at every corner of the city.
To officially kick-off the new campaign, Cityplaza transformed its iconic ice-skating rink into the world’s largest ball pit for five days. Over 600,000 thousand bright yellow balls were poured into the rink, and the ‘Sea of Happiness’ installation drew more than 7,000 visitors to play in the pit over five days. The buzz created around this fun activity had some hopeful participants lined-up overnight to enjoy the immersive experience. A ‘Sea of Happiness’ panel event was also hosted where key opinion leaders discussed the concept of simple pleasures in life, with people able to participate online using the #livehappyhk hashtag on social media.