As Hong Kong’s very FIRST luxury shopping destination, LANDMARK has always symbolized HK people’s quest for craftsmanship, perfection and quality. But there have been many changes to the city of only 7 million in the population. The arrival of new shopping malls drove people to look for ‘Novelty’ and ‘Excitement’ in shopping experiences. Spontaneous awareness for LANDMARK was low among its competitors.

We were challenged to create attention and to safeguard LANDMARK's position as the iconic landmark and shopping destination that meant something to the ‘generations’ of Hong Kongers.

It is not easy to catch the eyes of industry veterans and opinion leaders. With a budget of just US$187,600, the newspapers that ‘travelled through time’ helped Landmark stand out from the advertising clutter and changed the perception of print as a medium.

So we decided to reflect LANDMARK Atrium’s 40 years of heritage with HK people’s memories of the past 40 years, a period when the city enjoyed rapid economic progress and prosperity.

With a budget of just US$95,000, we turned to a medium that has always informed HK of what’s important – newspapers and appealed to HK by creating the “FIRST newspapers that travelled through time”. Vividly commemorating HK’s glorious days (news) with the new generation of Hong Kongers and reconnecting the older generations with LANDMARK’s heritage.

In Oct 2013, LANDMARK brought back fond memories and the stories travelled far beyond the print readership (573,000 copies distributed).

"The paper encapsulated the key milestones and memories of our society, provoking nostalgia." - Investment Commentator.

"The news is actually not as engaging as the Ad…" –Commentator from Commercial Radio.

"It demonstrates that with good expertise, mutual trust and creative mind, HK’s print advertising is still blossoming" - Chairman of The Newspaper Society of Hong Kong.

More than advertising, LANDMARK connected modern HK to that of earlier generations and created a sense of connection to its property, heritage and community.

Working with prominent newspapers, we dug into past archives for HK and LANDMARK’s milestones. These became newspaper cover stories for modern HK. Composed with authenticity and 1970s style, the layout of Chinese characters were read from right to left!

The unprecedented collaboration with media owners enabled 'print' to be innovative. Editors even broke the rule for the use of their papers’ old headers to truly create the newspapers that travelled through time.

For the first time, a luxury brand’s print ad fully took over newspaper front page news with its brand stories and heritage that meaningfully evoked pride for its shoppers.