Founded in 1968, Wong To Yick is a local brand with 50 years of presence in the market. While it has always been one of the market leaders in its own category, the brand is deemed old-fashioned and there is no appeal to the younger population. Thus, a rejuvenated brand image was deemed required at the critical milestone of the brand’s 50th anniversary.

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We leveraged on an emotional approach to highlight the presence of Wong To Yick over the past 50 years – that it has been with Hong Kong people all the time, witnessing their ups and downs as well as the city’s. The campaign particularly set to appeal to the blue