This long-running print campaign helped a new company increase the number of showroom distributors from one to 15 in about 18 months – wildly exceeding the client’s most ambitious goals.
“Mr. Ching builds them to last forever. Give or take a few centuries.”
“Warning: Mr. Ching’s work may cause infighting amongst heirs.”
“Apparently, Mr. Ching is still celebrating the old millennium.”
Key insights
In order to meet management’s goal of creating an ultra-premium brand, the creative had two objectives: achieve “high-fashion” status, and create a compelling personality.
The campaign included a sumptuous brochure and a website.
Copy for all samples by Barrett Rossie
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