Daniel Wong – Creative Director
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Asics Movement Hub is created specially for fitness explorers everywhere, for people eager to try and be inspired by new and interesting forms of moving and fitness. Our fitness explorers are excited by all kinds of movement, from dance, yoga, running, cross-fit, and parkour, so we have brought and merged these together to create exciting hybrid activities with trainers, to be experienced exclusively only at the Asics Movement Lab.
For the Harley Davidson Autoshow, I was tasked with creating a display toolkit to showcase hero product lines and secondary lines. We needed to create a uniquely Harley Davidson look and feel that showcased the products and encouraged guests to spend time and explore the 200sqm space with allowances for maximum stand visibility within the limitations of the area. Careful attention was directed at creating a cost effective design solution.
For Webers outdoor retail pop-up, the intent was to creative an attractive functional space, that allowed for maximum consumer product interaction, and ease of flow for walking through. Additionally the idea was to communicate the lifestyle and atmosphere of barbeque culture to Chinese consumers, by showing them an inspirational lifestyle. As part of the pop-up, the event was programmed as a festival of BBQ, with entertainment and interesting partners, such as JING A brewery, gourmet food and beverages, to add the the atmosphere and create fun family event.
The year is 2019, coffee abounds in Shanghai, Peets is a hip californian brand with heritage that predates and inspired the brand Starbucks. Our task, how do we increase brand equity amongst Shanghai consumers, how do we educate and convert coffee fans into Peets followers? Our challenge is that Peets isn’t well known, brand awareness is about 10% of what it could be. So to solve this problem of brand awareness we decided to reach back to the founding of Peets in 1966 and recreate the very street where it was founded, including the rich culture of the late sixties. …
I developed creative and strategy to position Lego as a learning and educational tool and not just a toy, brand videos and a reimagined experience for their flagship POS experience further developed this into tangible, fun and memorable experiences that focussed on engaging the imaginations of parents and children alike.
How do you reposition the Harley Davidson brand in China to appeal to a younger target market? You take the core brand tenets and develop a philosophy and a language that speaks to them. Enter the The Signal Project, an all year creative strategy that creates a satellite series of events and pop-ups, that combines the energy of youth culture with underground music and artistic inspiration, edgy, vibrant, and imossible cool.
For the official China launch of Adidas Boost, I led the creative team to produce the first Adidas Innovation Lab in China. Essentially store-in-store the lab would be a long term initiative to put Adidas front and foremost in consumers minds as an innovative brand. The SIS was so successful that retail sales of the Boost shoes increased by 28% compared to previous sales. The lab itself was carefully programmed to drive sales and customer buy in through carefully developed path to purchase stategies encouraging engagement.
For Airbnb’s first festival of hosting in China, we pitched and won the chance to create a truly unique experience for the hosts and global guests. From creative concept to interactive engagements we needed to make guests feel invaluable and cared for as part of the Airbnb family, every touchpoint needed to create tangible long lasting brand equity, and to welcome our hosts home. I was responsible for creative concept, creative direction, art direction from pitch to project execution, the whole shebam. For more details contact me directly.
