The Fall 2023 campaign for VCF celebrated and communicated the historical and cultural richness of Vancouver's Chinatown. Our creative strategy emphasized being grounded, connected, expressive, sincere, aesthetically pleasing, and hopeful. The campaign used a color palette deeply rooted in Chinese culture, combining traditional symbols with modern design elements to convey the vibrant and dynamic nature of Chinatown. Typography choices, included Times New Roman for its classical appeal and Trade Gothic for modern vibrancy, reflected the blend of history and contemporary life.
This campaign leveraged a variety of media to engage audiences, featuring curated photography that captured the essence of Chinatown's daily life, and social media videos that told the stories of its people and places. Photography focused on authentic, intimate moments within the community, while video content ranged from personal stories to highlights of local businesses and scenic spots, all designed to showcase the harmony and beauty of Chinatown. The approach was both traditional and innovative, fostering a deeper connection between the audience and Chinatown's unique cultural landscape.
"The TMPL team helped us identify a unique content strategy, visual aesthetic and strong storytelling that positively differentiated our brand on our social platforms. The video content we worked on together has seen far more organic engagement and direct audience growth than any other content we’ve shared in a long time."
