The Brief:
Lifestyle redemption has negative perception and low awareness amongst Asia Miles members who holds high Miles balance. The lifestyle products are seen as unworthy to redeem. This campaign aims to increase the engagement with members holding high balance of Asia Miles.
Lifestyle redemption has negative perception and low awareness amongst Asia Miles members who holds high Miles balance. The lifestyle products are seen as unworthy to redeem. This campaign aims to increase the engagement with members holding high balance of Asia Miles.
The Creative Solution:
To intrigue Members by curating a delightful showcase of premium lifestyle products to highlight their value in a bespoke editorial format.
To intrigue Members by curating a delightful showcase of premium lifestyle products to highlight their value in a bespoke editorial format.
Key Visuals:
Campaign mini-site landing page:
Creative Director: Jim Fong
Art Director: Sana Au-Yeung
Producer: Joyce Lau
Production: Ki-Workshop
Photographer: Connie Hong
Products Photographer: Lucy McNally
Retoucher: Joe
Year: 2018