UNDERWEAR & INDEPENDENCE
In recent years, Hong Kong young males are sometimes being criticised that, they are lack of independence, they have never grown up, or unwilling to do so. It is part of the generation conflict 世代之爭, the young people think the society does not understand them. So who understand them ?
UM Undergarment is Hong Kong underwear boutique specialised in male undergarment. UM considers underwear as men's closest friend as they wear everyday. So UM promises it will understand men in Hong Kong and encourage the Hong Kong young male adults to understand the importance of being an independent men, despite the challenges in to the future.
你再微小的改變，我都感覺得到
1_PRINTED POSTERS
A series of posters which illustrate the story of male transition through their favourable interests.
Camera & Humanity
Watch & Time
Car & Dream
Music & Memory
2_Thematic CM
A thematic CM talks about the life, the future of men and what they want to contribute to the society, they can choose to adapt, they can choose to fight but despite their choices, UM understands them well.
3_Direct Invitation
We have developed two sets of teasers - the posters and the thematic CM to increase the awareness of the brand. In this stage we use a direct invitation card and we hope the customers can take one step forward by using the mobile application
4_Mobile Application
We tried to develop an application that can help men to improve themselves, it is not just about fitness but also help men to achieve different goals.
5_In - Store Promotion
UM is not a very well awared brand in Hong Kong so we try to bring a different shopping experience to our customers.
UM is not a very well awared brand in Hong Kong so we try to bring a different shopping experience to our customers.
