New World Development and Saatchi & Saatchi Hong Kong campaign to save the post-war entertainment hub – The State Theatre
Saatchi & Saatchi Hong Kong and New World Development have launched ‘Discover a State Theatre in All of Us’, a project aiming to save one of Hong Kong’s the last surviving cultural monuments.
The State Theatre, a post-war entertainment hub, is one of the last surviving cultural monuments and destined for demolition. New World Development, Hong Kong’s largest property developer, had a 6-year conservation plan. But before it can start, it needed the support of the city. A city, however, that would rather make way for modern development, and allow its cultural heritage to disappear.
Collaborating with historians, 1,000 artefacts were collected over three years and showcased. Guests learnt about the entertainment hub through immersive role play. Through five classic roles, uncover clues unique to you through interactions with theatre performers acting as ushers.
Calligraphy decorated the iron gates referencing film typography of the 50-60s. Film poster painters brought back the most classic way to design movie posters. Musicians were also given the stage to perform while a specially curated music gallery was dedicated to once famous music hotspot. A neon-fixture of the iconic State Theatre architectural truss as the main installation paid homage to neon sign makers.
The results through this immersive experience where:
– 30,000 attended in person and through virtual tours
– Over 1,000 media reports globally
– Celebrities, politicians and figureheads helped turn State Theatre into the most Instagrammable place.
Client: New World Development
Agency: Saatchi & Saatchi Hong Kong
Creative Director: Christopher Lee
Art Director: Francis Wong
Copywriter: Christopher Lee
Group Managing Director: Alexis Chiu
Director, MSL: Miuson Chi