Following our award-winning campaign in 2009, we were tasked to create a new series of branding ads for Takashimaya Shopping Centre that would build on the former’s success.
The challenge was to retain elements of continuity while offering a new take on the brand essence.
For 2010, we shifted the focus from “values” to “relationships” – specifically the long-lasting kind between customers and their favourite brands at Takashimaya.
The key was to demonstrate that true luxury and quality last beyond the seasons and are appreciated by discerning customers. The prominent use of a “past year” ran contrary to the general obsession with the new and created a stir.
Indeed, some relationships are timeless.