Concept

Through market research, the advertising campaign utilizes themes that allow a wide variety of audiences to connect to. The series targets everyone — maybe the messier/clumsier ones but we all make mistakes! As the campaign will be located in Hong Kong, the dim sum concept directly allows locals to find a connection to the advertisement through culture. On the other hand, the erasing concept can be geared towards the more general public while the undo concept target the younger generation that is more tech-savvy!