Choose Hong Kong
To launch Lululemon into the Hong Kong market, we identified 4 locals who were ambassadors of the brand's positive spirit and attitude. Through a series of lifestyle portraits, the campaign urges Hongkongers to think about choice and how it affects their daily life and happiness in the city.
Strategy, talent management, art direction, content creation


Hong Kong is a beautiful collision of old and new, a place of timeless traditions and strides in innovation. The tempo of the city is set in its vast and diverse choices.

Partnering with four local ambassadors, we uncover what it is exactly that made them #choosehongkong and how the city allows them the lifestyle they want. Meet Rachel Moon, Jenny O’Meara, Victor Chau and Edmund Tan.

“People say Hong Kong is all city, but it’s mostly nature”

– Victor Chau


Following our 4 ambassadors from morning to evening, we get an insight into the city’s pulse and how its contrasts make it a perfect platform for active urbanites.
The lifestyle content was used across all of Lululemon’s digital touchpoints, and a dedicated #choosehongkong community was launched to engage the public in Lululemon’s mission: to make choice a conscious part of everyday.

A more elaborate write up from Lululemon here.


Talents: Rachel Moon, Jenny O’Meara, Victor Chau and Edmund Tan
Photography: Laurent Segretier

An independent brand consultancy with offices in Hong Kong and Copenhagen. We define and design new products, services and experiences that drive growth for ambitious brands.

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