A Concrete Companion: An advertising campaign which changes people’s perception of concrete

Creator

Chan, Lok Wai, Novan 陳樂惠

Title

Subject

Advertising -- Design -- Exhibitions

College graduates

Date Created

2021-06-17

Relation

PolyU Design Show 2021: Profile Cards

Project Showcase

Format

Photographs

Identifier

ASSD2021BAADD21P001

Is Part Of

BA (Hons) in Advertising Design

Description

Concrete matters. It is part of our lives. Without it, we wouldn’t have homes, bridges, and roads that connect and surround us and are important to our modern urban society. When humans interact with each other, when they get emotionally involved, it usually happens in the presence of concrete. Unknowingly concrete is always there to support us. It is a silent witness and a trusty life companion. Freeze Lifestyle is a HK brand, specializing in concrete handicrafts. It is a niche market due to stereotypes like "It is stiff, plain, frigid". In this campaign, through connecting human stories with positive attributes of concrete, audiences can discover that concrete is not frigid, but rather warm. Understanding that it is a valuable material, made for supporting us and for giving us strength. This new perception will lead to a better understanding, a better attitude towards concrete and the interest in concrete handicrafts will increase.

Collection

PolyU Design Show 2021