Be part of the underground scene at Landmark Men in a campaign via DDB Group Hong Kong

DDB Group Hong Kong has developed a campaign for Landmark Men, a dedicated floor catering to the most debonair men’s shopping needs. The drive focuses on the tagline ‘Be part of the underground scene’ and positions Landmark Men as the place exclusively dedicated for men to shop.

Located in the basement of Landmark Atrium, Landmark Men features 5,500 sqm of retail space offering a one-stop hub for style-savvy men. The floor features over 10 unique stores, including Corneliani, Corthay, Fendi Men, Joyce Grooming, Santoni and Tassels; and chic pop-up stores such as Konzepp and Whisky Library.

Simone Tam, President and CEO of DDB Group Hong Kong, said, “We wanted to engage our male audience – with exceptional taste, an elite group of men, who shares the sophistication and exclusivity that makes Landmark Men unique. After two years of opening, our campaign promotes Landmark Men’s fine offerings for men, reinforcing its proposition and introducing the new experiences to discerning gentlemen.”

The campaign spans print, online, social media, and on-premise communications, including floor mats, hoarding, standee and flyers.

Landmark Men is hosting a ‘Whisky Tour’ from 26 to 28 May, offering 30 exquisite hand-picked whiskies, pair with each of the stores showcasing their latest men’s fashion, gadgets and books, together with live music and performances throughout 30 luxury brands in this underground world.

Customers were invited to register from 20 May. This central site hosts the details of the Whisky Tour, registration details and participating stores. Registrants will receive a whisky glass and ‘Whisky Tour’ passport on the day, and early registrants may have a chance to receive an exclusive special edition whisky tasting glass made in Scotland. Guests can go on a tour and experience the exquisite taste of premier whiskies, whilst collecting stamps with the passport in the participating stores. The first 50 customers of each evening collecting 15 stamps will receive a HK$500 Landmark Men voucher.

Adding to the groovy atmosphere of the evenings, amidst the flow of upbeat music and the clinking of glasses, customers are invited to share their personal ‘Man-ifesto’ with Landmark Men. Eleven best written ‘Man-ifestos’ will be picked each day to win a bottle of whisky and grand prizes, including tailor-made shoes from Corthay (HK$17,580), a customised sartorial suit from Corneliani (HK$30,000), and a hand printed leather bag from Santoni (HK$15,250).

A Landmark Men special cover wrap around the South China Morning Post launches today, together with polaroid shots of whisky glasses placed in unusual positions in Landmark Men’s stores.

Credits – Executive Creative Director: Jeffry Gamble. Creative Directors: Leung Chung, Vincent Tse. Art Director: Colin Siu. Account Servicing: Maxmillian Mak, Calvin Chow, Emile Chan. Digital Producer: Tifa Wang. Senior Programmer: Tang Chui Yee.