S&S creates the Sea of Happiness (the world’s largest ball pit) to kick off the world’s most needed idea.
Hong Kong shopping centre, Cityplaza, wanted to encourage people to slow down and enjoy life. Sure, when people stop racing from A to B through its mall, they’re likely to find things to buy, so this was not entirely a goodwill gesture.
But given the frenetic pace of life in Hong Kong’s (or indeed any major city), Cityplaza’s call to live happy is social responsibility at its best. And is going to embed Cityplaza in the minds of Hong Hong residents.
The intention behind the Live Happy campaign Saatchi & Saatchi created for Swire Properties’ Cityplaza is to remind people of the simple pleasures in life and that happiness can appear in many forms, at any time…
Of course, the campaign also launched a new brand identity for Cityplaza.
Alexis Chiu, managing director of Saatchi & Saatchi South China, noted, “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 campaign includes a new logo for Cityplaza, a series of print and digital advertisements that feature scenes of people in happy moments, and outdoor advertising on public transport.
To kick-off the new campaign, Cityplaza transformed its iconic ice-skating rink into the world’s largest ball pit for five days. More than 600,000 thousand bright yellow balls were poured into the rink.
7,000 people came to play in S&S’s Sea of Happiness ball pit over five days. There was so much buzz about the pit that some people even lined up overnight to have a go.
S&S and Cityplaza also hosted a Sea of Happiness panel event, in which key opinion leaders discussed the concept of simple pleasures in life, and everyday people were able to participate online using the #livehappyhk hashtag on social media.
Campaign credits:
Agency: Saatchi & Saatchi Hong Kong
Chief creative officer: Carol Lam
Group creative director: Paul Ho
Creative director: Pauline Tsang
Digital art director: Scofield Lai
Senrio art director: Clara Ho
Associate digital creative director: Marcin Brzezinskk
Group account director: Christina Kwok
Account manager: Gavin Yeung
Producers: Arion Yau & Winner Chow
