/ BELIEF
In Hong Kong, a fast pace city, slow living is NOT impossible.
/ OBJECTIVE
Embrace another living style in Hong Kong.
/ MANTRA
Slow living is quality living.
/ TAGLINE
Slow Down · Level Up 慢活 · 樂活
Concept
"Time is money" is the core value of Hong Kong. Every minute counts. We walk fast, eat fast, speak fast and live fast. There might be misunderstandings on slow living means acting slow, which is impossible in Hong Kong. Slowing down could be as simple as eating slow, take time enjoying whatever you are doing and be thankful for our natural environment.
Outcome
The campaign aims to encourage people from embracing another living style in Hong Kong, then change their mindsets and behaviors. The logo is inspired by the scene of crowds crossing the road, which is common in Hong Kong. Slow living is about striking a balance. Find yourself a suitable living style can be as easy as managing your pace. This campaign was designed to highlight three core values: productive, down-shifting and passionate.
Billboard
Tram is a significant symbol of slow living in Hong Kong.
Postcards Giveaway
@SlowDownLevelUpHK
#SlowDownLevelUpHK
T H A N K Y O U V E R Y M U C H !
