Research & Process
idea /Inspiration
What is one of the most renowned cultures in Hong Kong?
A lot of people might say the local street food and shopping.
But in our group, we want to do something special for this project.
So we started to do some research on multinational brands which differ in Hong Kong and other countries. We read about a lot of papers on Mcdonald’s, Ikea and KFC but we still think those are not notable enough to represent our idea.
After several discussions, we decided to go with Hong Kong ballet to be our focus because it showcases a different side of our unique culture and attracted our attention right away. We want to know more about the choice of adding the element of ballet in Hong Kong and how this piece of work reflects our culture. These ideas inspired us to the next step of our creative process.
Our final work is to design a food ad for Wan Chai Ferry Dumplings (灣仔碼頭), which is one of the most famous hong kong local brands that sell dumplings for over thirty years. With all the societal problems that have been going on this year, we wanted to develop a simple idea of Hong Kong people making peace and having friendly conversations again.
First years, more indy. More self-aware. Artsier. Trying to talk to Ballet connoisseur.
For instance, dancers are wearing the typical ballet outfit and stay inside a studio where ballet traditionally happen.
Final years, trying to be more catchy, more trendy, more in focus with their year.
More commercial way.
Attempt to attract the younger generation?
Dancers are wearing non-traditional ballet outfits and dance outside which unconventional.
From indoor to outside. (Open to the world ?)
From traditional Ballet dancing to more urban Ballet?
Ballet Campaign 2016/2017
Description
-
-
Uses of faded / Pastel Pink and blue
-
Recurrent flower pattern
-
Show dancers in action
-
Shadow / Light contrast used
-
Basic setting
Analysis
-
Basic setting. Color background, play with lighting.
-
Wide shot, No close-up. Focus on the dancer's body movement.
-
Their WHOLE body.
-
Focus on the group and not individuals
-
Use of blue for Men.
-
Pink for Women.
Ballet Campaign 2017/2018
Description
-
Use of beige, skin tones
-
Natural soft light
-
Portraits + Group pictures
-
Almost monochrome/ Sepia
Analysis
-
People are almost blending with their environment. Thanks for the colors. Camouflage?
-
Colors give a feeling of comfort and warmness
-
Use of portrait, and model looking straight at the camera. More natural style.
-
Very natural, diffused kind of lighting.
-
Some pictures are using Light / Shadow contract technique
Ballet Campaign 2018/2019
Description
-
Oriental Style
-
Colourful. Use of red to make subject pop out and catch viewer eyes.
-
Wide shot
-
Hong Kong local element such as Hong Kong High raises, Temples, Local restaurant and Jumbo floating restaurant, Victoria harbour, traditional clothing.
-
Very Artificial kind of lighting.
Analysis
-
Uses of red, meaning good fortune, prosperity, richness in Chinese culture
-
Artificial lights, probably flash make photos look like a collage or photoshop.
-
Sense of high energy and extreme happiness.
Ballet Campaign 2019/2020
Description
-
Colorful
-
Neon colors
-
Using HK places as the background
-
Movement
Analysis
-
Pop Art & kitsch colors, eye catching & striking
-
Reflection of HK lifestyles & culture ( fast pace of life, chinese restaurant (dim sum banquet)
-
Neon colors were very popular in HK because of fashion
-
Instead of the dancers being the complete focus , the dancers complementing the backgrounds
-
Movement= energetic, never stop. " Hong Kong doesn't sleep?? "
-
Mixture of energy and strong emotions
-
(Elements of HK culture)Not very oriental, modernized
Color analysis
2016
2017
2018
2019
changes over the years
First years, more indy. More self-aware. Artsier. Trying to talk to Ballet connoisseur.
For instance, the dancer is wearing the typical ballet outfit and stay inside a studio where ballet traditionally happens.
Final years, trying to be more catchy, more trendy, more in focus with their year. More commercial in away. Attempt to attract the younger generation?
Dancers are wearing non-traditional ballet outfits and dance outside which unconventional.
From indoor to outside. (Open to the world ?)
From traditional Ballet dancing to more urban Ballet ?
idea development
The brand
The assessment stated that we needed to sell something from Hong Kong to the UK.
We quickly brainstormed about what we wanted to sell, we decided to pick this frozen dumpling brand that we all love.
Wan Chain Ferry Dumplings, one of the most famous local brand that has sold dumplings for 30 years.
But how to sell it? How to make it appealing to UK consumers? How to sell it while keeping a Hong Kong Identity
Bao or Chinese food culture
The short movie "BAO" by Pixar is a really good example of the food culture in Chinese Tradition. In the film, a mom keeps a "Bao" (small bun stuffed with pork) with her all the time. The Bao is alive, and he represents her Son that has recently left the familial cocoon.
In Chinese culture, foods and meals are associated with emotions and sentiments. Sharing a meal is worth a thousand words. It is often associated with sweet memories, with people, friends, lovers, brothers, sisters or parents.
Friends don't go get a drink, they go get dumplings or hotpot. Mothers don't say I love you to their child, they cook them a nice meal.
Food culture in china is more than just cultural, it is associated with moments, relationships and emotions.
Chinese food culture and conflict resolution
Considering this assessment we wandered if this food culture could resolve the higher issues.
Locally it certainly does, it is not rare to see people making up around food in Hong Kong.
But what about the Higher issue. Could dumpling save the world? Could they resolve some deeply rooted conflict?
Final poster and thinking forward
We decided to solve a very topical issue with food in our first poster. Hong Kong Policemen and Protesters.
In total chaos, they are seen sharing a meal in the middle of the street, everything looks chaotic around them, except the two characters who look peaceful.
"At the end of the day, we always agree on good food in Hong Kong."
This sentence is not necessarily true but it must be seen as a utopia, a world was food that makes people happy.
Trying to apply Chinese food culture to the geopolitical issues.
This poster could also create some very amusing and irreverent campaigns.
Each time there is a topical issue, a poster could be released showing dumplings resolving the issue.
For instance, today, a poster could be made showing Trump and Xi Jiping sharing dumplings to solve the USA / China Trade war.
That could be a very eye-catching signature ad campaign that would stick in people's minds.
But this concept can also go beyond the topical issue and show some symbolic sworn enemies make peace around dumplings. For instance cat and dog, or more contemporary enemy such as Apple user VS Android user.
idea drafts
REsearches
-
Inkstone. (n.d.). The first woman to direct a Pixar short brings dumplings to life. https://www.inkstonenews.com/arts/domee-shi-pixars-first-asian-director/article/2141935 [Accessed 1 Jan. 2020].
-
Jin Klenk. (n.d.). 9 Characteristics of Hong Kong's Food Culture - Jin Klenk.https://jinklenk.com/food-culture-hong-kong/ [Accessed 11 Dec. 2019].
-
Hkballet.com. (n.d.). 2018/19 Season Brand Campaign | Media | Meet HKB | HK Ballet. https://www.hkballet.com/en/meet-hkb/media/story_blog/201819-season-brand-campaign [Accessed 8 Dec. 2019].
-
Hkballet.com. (n.d.). 2019/20 Season Brand Campaign | Media | Meet HKB | HK Ballet. https://www.hkballet.com/en/meet-hkb/media/story_blog/201920-season-brand-campaign [Accessed 8 Dec. 2019].
-
Hkballet.com. (n.d.). 2016/17 Season Brand Campaign | Media | Meet HKB | HK Ballet. https://www.hkballet.com/en/meet-hkb/media/story_blog/201617-season-brand-campaign [Accessed 8 Dec. 2019].
-
Hkballet.com. (n.d.). 2017/18 Season Brand Campaign | Media | Meet HKB | HK Ballet. https://www.hkballet.com/en/meet-hkb/media/story_blog/201718-season-brand-campaign [Accessed 8 Dec. 2019].
-
Pantone.com. (n.d.). Pantone - Pantone Color, Chips & Color Guides | Color Inspiration. [ https://www.pantone.com/ [Accessed 8 Dec. 2019].
