Illuma is Hong Kong's leading premium infant milk formula, specially designed to cater for children's natural nutritional needs. In fact, Mums who choose Illuma tend to ask for more! Apart from feeding them with the best nutrition, they are eager to provide a healthy environment for their kids’ development! This inspired us to shape a greener environment for their childhood!

Right in the center of HK, the concrete jungle as many say, we built Illuma Eden - an invitation to the 'garden by the sea' for children to extend their play from indoor to outdoor!

Inside, specially built multi-sensory special models let kids explore the nature's beauty with their parents and learned about Illuma's natural absorption benefits! Best of all, families also took part in the plant-jamming workshop. Every strawberry planted from scratch was a pledge to donate one tree in HK! The experience was also extended to virtual Illuma Eden on Facebook to enable more children to spread their pledges and grow their own virtual strawberry plants overtime.

From outdoor to a virtual garden, Illuma empowered HK kids to make their home a greener place for everyone to unleash their potentials! In total, 1,000 trees were donated to HK, equivalent to the world’s 3rd tallest building stack together!

The pledges to care for nature not only touched the media (86 press clippings worth HKD8.4M) but also garnered wider involvement – 8,947 Facebook Fans and 2,859 Illuma’s community members gained. Brand adoption grew and sales surpassed last year by 180%!

Illuma Eden was first introduced through a 3D pop-up invitation in magazine, by which they could R.S.V.P for a private ride.

Inside Illuma Eden, a specially built multi-sensory discovery zone allowed kids to see, smell and even touch vegetation they normally only read about. Plant’s absorption system was magnified to educate parents of Illuma’s absorption formula.

Making HK a greener place, families who participated our plant-jamming workshop created a wall of pledges where every strawberry they planted from scratch was a ‘tree’ donation in HK. We couldn’t just stop there, so we extended the experience to Facebook and created a virtual Illuma EDEN to enable more children to spread their pledges and grow their own virtual strawberry plants overtime!

From outdoor to a virtual garden, Illuma was at the center of it all to empower HK kids to make their home a greener place for everyone to unleash their potentials!

+3,900 visitors (from a 4-day event) and +2,403 virtual plants created all made a positive difference to the NATURE. In total, 1,000 trees were donated to HK, equivalent to the world’s 3rd tallest building stack together!

The pledges to care for nature not only touched the media (86 press clippings worth HKD8.4M) but also garnered wider involvement. With 8,947 Facebook Fans and 2,859 Illuma’s community members gained over a few weeks, brand adoption for Illuma grew and boosted sales to surpass last year by 180% increase!