This is a localization practice for the local craft beer brand Gweilo Beer founded by three foreigners who are passionate about Hong Kong culture. However, the hurdles encountered by the brand are twofold, the first being the lack of a unique image and the second being the low engagement rate with customers.

So my strategy to target these problems is simple. Same topic, same fxxking language, which implies that using Newsjacking and Cantonese vulgarity from a foreigner’s perspective are two main elements in the strategy.

When I devise the strategy, the pandemic was still not over, but the key of it is to respond to the topic at once, which is unfortunately not allowed by Capstone Project with a fixed schedule. A Capstone project is to demonstrate the best strategy for a brand to run an ad campaign, but not to predict the exact change in the future.

Therefore, just imagine that this campaign would be launched right after the government announced the cancellation of mask rules.

Tutor: TSANG KC

This project is created for educational purpose. All commercial brands depicted in the projects in this project are ‘imaginary clients’ that students have chosen as study subjects. PolyU Design is not suggesting any creative direction for the respective brands.