Ding Ding the Dragon Festive Campaign
An illustration wrap on a Hong Kong tram, amplifying visibility and brand recognition for a local family business.
Illustration, Branding & Art Direction
In our second year of COVID-19 restrictions in Hong Kong, we aimed to boost engagement among locals by leveraging social media and user-generated content. Through our #WhereIsDingDing campaign, we encouraged residents to share sightings of our illustrated tram, enhancing brand visibility for the holiday season.
The Lion Rock Press—a family-owned business with a rich heritage in paper craftsmanship that creatively fuses Chinese and British culture through uniquely designed printed stationery, marrying Hong Kong-style graphics with Western humour.
Our research journey led us to the workshop of Master Hui Ka-hung, whose family business upholds traditional craftsmanship in zhizha (紙紮), a dying paper art in Hong Kong. Witnessing their dedication and the exquisite work first-hand deeply inspired us.
By incorporating elements of traditional craftsmanship and cultural heritage into the design, we aimed to evoke a sense of pride and nostalgia among Hong Kong residents while also captivating the imaginations of those encountering the tram for the first time.
Photographs courtesy of The Lion Rock Press & Matthew C. Ng