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Following the initial idea for the campaign, I built a narrative around the fiery rooster of the Chinese zodiac to show off the essence of the brand; setting the creative direction for the campaign in response to the campaign objectives. It had to have a wide appeal, as well as being true to the Hakkasan brand. The idea fed into all aspects of the campaign.

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Wishing ribbons designed using the illustration I commissioned were given to all guests to hang in the restaurant. 

Fresh

MARKET

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The rooster illustration was developed into a moving image for the lead video for the campaign.

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Special gift vouchers sold throughout the campaign period. 

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