Ding Ding the Dragon Festive Campaign
Illustration, Branding & Art Direction
An illustration wrap on a Hong Kong tram, amplifying visibility and brand recognition for a local family business.
Design Process
2.Design Synthesis
1.Research & Direction
3.Prototyping & Iteration
4.Campaign Launch
Research & Direction
In our market research, we aimed to create a lively experience for families spotting our campaign on Hong Kong Island's tram lines, inspiring the development of a culturally relevant character for the festive season.
Our visit to Master Hui Ka-hung's workshop, known for its traditional bamboo & paper lion & dragon dance head pieces, inspired us to create a dragon that celebrates this dying art. Infused with vibrant colours and intricate details, it aimed to evoke pride and nostalgia among locals travelling along the city's iconic cityscape.
Design Synthesis
Our design and social media teams created bilingual campaign copy to engage both English and Chinese-speaking audiences. With little tourism during the second year of Covid restrictions in Hong Kong, our focus shifted to local residents, promoting participation in the #WhereIsDingDing campaign to boost brand visibility.
Prototyping
Referring to primary research from the visit, I digitally sketched tram designs featuring our character ‘Ding Ding the Dragon’, then created low-fidelity paper prototypes to visualise the design’s use of space, considering window placement.
Iteration
We gathered internal feedback to refine the design, making adjustments for friendliness and approachability. Despite our tight deadline, we promptly integrated changes and meticulously adjusted colours for production. Challenges with file sizes and software capabilities were addressed by optimising vector graphics and adapting workflows.
Campaign Launch!
Once the design was finalised, it was printed and expertly wrapped onto the tram by Hong Kong Tramways. Launched in November 2021, the #WhereIsDingDing campaign encouraged customers to share images of Ding Ding The Dragon with the hashtag #WhereIsDingDing on social media, with close monitoring of engagement.
Overall, we achieved significant customer engagement and garnered attention from local magazines, enhancing brand visibility. Following the campaign's success, we utilised the design on apparel, highlighting potential for future partnerships to amplify the city’s cultural heritage messaging.
