Wang Jing Jia
This campaign was a sub-projectt aimed at the mandarin speaking community, of another campaign named Combat AIDS. Combat AIDS encouraged the usage of condoms between MSMs (men who have sex with men) by giving out boxes of 30 free condoms via online order.
The play on the word “combat” was used in the English campaign where the collateral were packaged in camoflague print. This time around, we wanted the Wang Jing Jia to have a more Eastern appeal, thus coming up with the idea of styling with asian armoury and patterns.
Inspiration for this campaign was drawn largely from the movie Curse Of The Golden Flower, as well as the ornate designs of ancient Chinese and Japanese battle gear.