Hong Kong Launch
When the quintessential British apparel brand Ben Sherman launched in HK, we were selected to create an entire launch campaign centred around 1960s British youth phenomenon – The Mods. First off we created Hong Kong’s first ever gang of scooter-driving Mods.
Dressed impeccably head to toe in Ben Sherman and driving their own classic customized scooters, the Mod Squad cruised through town for two weeks before launch distributing origami flyers publicizing the event.
At the same time, renowned local photographer William Furniss was commissioned to create a photographic exhibition documenting Mods and Mod culture in Hong Kong. The pre-launch phase culminated in a huge celebrity event with scooters lined up outside the venue, Djs, film projections, celebrity guests, giveaways and more... The party was billed ‘Party of the Year’ by the SCMP and was given extensive and positive coverage in countless other media.
Photography: William Furniss
Scope
