Pitching project - The launch campaign of a new retail complex in Hong Kong
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Brief and background: 
The Twins is the largest retail complex in Kai Tak, positioned as the premier lifestyle destination in East Kowloon and a gateway to Hong Kong’s future Central Business District (CBD2). The project brings together the Japanese heritage and traditional craftsmanship of SOGO with the modern, experimental, and experiential nature of SNDO. The core challenge is to stand out from competing malls by creating a distinct, long-lasting brand impression and emotional connection with all Hong Kongers, moving beyond ordinary choices to offer a unique "Different Together" retail-entertainment experience.
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Direction One: Surprisingly different together. Why not both?
Strategy and Idea: Personify the brand's dual nature using celebrity sisters Cocomi and Kōki to champion the "Why not both?" philosophy, blending traditional heritage with contemporary trends through high-engagement reality challenges and interactive campaigns.

Direction Two: Your Collab. Different together.
Strategy and Idea: Position the mall as a cutting-edge "Col-lab" lifestyle lab where technology, art, and culture collide, utilizing interactive digital torii installations and face-mapping platforms to drive viral engagement and footfall.