DDB Group Hong Kong's campaign looks beyond the superficial, recognising strength of character as a defining aspect of beauty at a time when it’s never been more valued
Mannings Hong Kong is reflecting on the challenges of 2020 and appreciating the women in our lives who have helped us through them, with a new brand campaign via DDB Group Hong Kong. As Hong Kong’s leading health and beauty retailer, Mannings has developed a new brand strategy that hopes to inspire a 'healthy kind of beautiful'.
The creative platform communicating this new direction for the brand is called #StrongBeauty. This platform salutes the incredible strength and resilience women have shown in their ongoing efforts to help and reassure others through tough times this year. #StrongBeauty looks beyond the superficial, recognising strength of character as a defining aspect of beauty, at a time when it’s never been more valued.
The campaign spot features vignettes of moments of appreciation, in reference to the women of Hong Kong. The tagline, “Your strength makes you beautiful”, is both a tribute to the inner strength of women, as well as a take on a more inclusive and progressive sense of beauty. The soundtrack of the launch film features Korean band, Standing Egg’s indie hit 'Yell', with lyrics that echo the sentiment of the scenes.
The campaign also features in-store, out-of-home and online initiatives, including more than 50 KOLs and micro-influencers sharing their own #StrongBeauty stories on social media, in the hope of inspiring customers and providing them the opportunity to give shout-outs to women who have made their own lives better this year.
Doreen Cheng, director, sales and marketing at Mannings, said: “We really wanted to shine a light on our customers, who are often the unsung heroes in peoples’ lives. We have witnessed these women this year, continuing to support the wellbeing of others, and in doing so have come to appreciate the important role they play in supporting our society and the selfless strength often required, not least in a pandemic.”
“It is exciting to bring a brand to life through a communication platform that is built on saluting its customers." added Andreas Krasser, CEO at DDB Group Hong Kong. "Honouring these strong and beautiful women is only the first step however. We are looking forward to pursuing this in even deeper and more meaningful ways throughout 2021.”
The campaign launches this week and will run until the beginning of the next year, hoping the optimistic tone will provide positive momentum for the start of 2021. The video will feature on terrestrial TV (Viu TV) and OTV, as well as online and on social channels. The #StrongBeauty platform represents a long-term brand effort that will be supported throughout 2021.