WBA Design & Branding MOON CAKE LUNAR MODULE by Grey Hong Kong

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MOON CAKE LUNAR MODULE

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Hong Kong SAR China
Agency Grey Hong Kong
Associate Creative Director Jeff Tsang
Executive Creative Director Keith Ho
Creative Director Kym Ma
Art Director Jacky Tsang
Illustrator Thomas Ho
Released September 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: WBA
Product/Service: MOON CAKE PACKAGING DESIGN FOR MID-AUTUMN FESTIVALS
Agency: GREY GROUP HONG KONG
Executive Creative Director: Keith Ho (Grey Group Hong Kong)
Creative Director: Kym Ma (Grey Group Hong Kong)
Associate Creative Director: Jeff Tsang (Grey Group Hong Kong)
Art Director: Jacky Tsang (Grey Group Hong Kong)
Production Manager: Ken Yau (Grey Group Hong Kong)
Illustrator: Thomas Ho
Media placement: Direct Mailing - 100 Mailings Distributed To Businesses - 12 Spetember 2011

Describe the brief from the client
The Mid-Autumn or 'Moon Festival' is a Chinese harvest festival that celebrates the full moon on the eighth month of the Chinese Lunar Calendar. Chinese people believe that this is the most perfect moon of the year and reflects harmony in every family. On this day, families and friends gather to eat 'moon cakes' to celebrate their perfect ('full') relationships.
Every year, WBA Design House sends moon cakes to its clients and suppliers as a reminder of the good relationship between both parties.

Describe the challenges and key objectives
Every year, companies across Hong Kong receive many moon cakes as gifts from a variety of their suppliers and business partners. So the challenge is to stand out and impress.

Describe how you arrived at the final design
This year, we designed a special container to carry our moon cakes in the form of a Lunar Module about to land on the moon. It delivered the message, “There is no limit to how far we can go together".

Give some indication of how successful the outcome was in the market
WBA's clients were impressed to receive such an amazing design. Within a week, WBA received replies from 70% of its clients and suppliers through email and phone with positive comments on the design.