TAIKOO HUI GUANGZHOU, SWIRE PROPERTIES

Time Difference with Your Loved Ones

Cheil Worldwide
Hong Kong, 2022

Launched

Remind people to spend quality time with their loved ones by revealing the “time difference” between people living together.

THE BRIEF

Facing the rise of e-commerce, shopping malls in China are struggling to retain visitors.

Developed by Swire Properties as the most premium shopping mall in southern China, Taikoo Hui sought to launch a campaign to bring its new brand platform “Where Time Is The New Luxury” to life to encourage visitors to create memorable IRL connections by spending quality time with people they love at their shopping mall.

THE IDEA

We designed a social experiment to reveal that “time difference” not only exists for people who live in different time zones, but also for close friends or even family members living in the same place due to different daily schedules. Our video reminds viewers that it’s a luxury to make time for our loved ones. And there’s no better place to do that than at Taikoo Hui.

LAUNCHED BY

Creative Agency:
Chief Creative Officer: Paul Chan
Executive Creative Director: Lili Jiang
Creative Director: Ivan Au
Senior Copywriter: Nan Yi
Senior Art Director: Yammi Yeung
Senior Art Director: Leko Lui
Production Manager: Denise Chan

Production Company:
Nice Film Guangzhou
Director: Weihao Li