Wellcome 80th Anniversary 期間限定，經典再現 Campaign

To celebrate Wellcome Hong Kong’s 80th anniversary, a nostalgic campaign was launched aimed to reconnect with Hong Kongers by reviving the charm of hand-drawn supermarket posters and evoking memories of the community-driven shopping experiences. The goal was to blend memorable moments with modern engagement, celebrating Wellcome’s legacy while fostering community connection.

 

Renowned local illustrator 無紙用 No Paper Studio (@nopaperstudio) was invited to recreate the essence of Hong Kong’s golden age hand-drawn movie style posters, a hallmark of the brand’s early days, crafted by senior staff store manager Lo Kwok-hung, who hand-wrote countless posters over his 40-year tenure. The campaign merged these retro elements with intricate illustrations of Hong Kong’s supermarket scenes and city landmarks, capturing the warmth and familiarity of local culture. Key strategies included:

  • Nostalgic Visuals: Hand-drawn posters with a 70s/80s aesthetic, incorporating handwritten price tags and neighborhood characters.
  • Interactive Engagement: Encouraged customers to visit three designated stores (Causeway Bay, Kowloon, and Tai Wai) for photo opportunities with poster installations, driving foot traffic and social media buzz.
  • Storytelling Through Ads: Produced content revisiting Wellcome’s classic TV ads and slogans like 平通街 to spark emotional connections.

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    The campaign resonated deeply with Hong Kongers, sparking nostalgia and driving engagement across social media. The collaboration with No Paper Studio brought authenticity and warmth, with intricate illustrations that celebrated local culture and Wellcome’s role in everyday life. Foot traffic surged at the Causeway Bay, Kowloon, and Tai Wai stores, with customers sharing photos of the poster installations, amplifying the campaign’s reach. This initiative strengthened Wellcome’s brand as a beloved community staple, connecting generations through shared memories.

    https://www.instagram.com/reel/DJjHUw1SW-j/
    https://www.instagram.com/reel/DJtsTGgS5bZ/
    https://www.instagram.com/p/DJtKfUuPRFO/

    Team: Faddy, Dawson, Heidi, Ruck