Award: CAMPAIGN CATEGORIES \ C16. Best Production

As Hong Kong was dubbed the “”Hollywood of the East”” and Kowloon City was also a place with famous film studios and cinemas in 1950s -1970s, KCP Kowloon City Plaza rolled out a campaign called “”Reigniting the Collective Memory of HK Movies“, by rebuilding a cinema in 1950s and exhibit the Hong Kong movie hand painted posters, collectables in 1950s – 1990s and hand painting movie billboard. Also with old tenement buildings and newsstand decorations, traditional weighing scale, street food mobile carts and docent tour about the previous film studio locations and the decorations to recall local people’s collective memory and good old days of their past happy times.
It aims to engage with the community, reinforce the brand building of KCP, draw footfall and help generating sales for the mall as well.