Meatless Meat Relocation

Advertising is a “teamwork” industry. AD agencies usually work in teams to provide creative solutions for brands and businesses. The idea of Meatless Meat Relocation, to be concise, is to move meatless meat products back to where it truly belongs. We developed a story for the meatless meat, which is to help the meat move home and relocate it to the place where it belongs. Our creative process consists of 2 parts — Ideation and Execution. In the ideation part, we ideate and planned out the ideas of the campaign together. Then we executed different advertising stages, from billboard to mini-site, to ensure consumers having a full advertising experience online to offline.

This project has influenced our view to work in the advertising industry. Recognition and praise industry is only a gateway to more. This experience is just a baby step. The knowledge we gain from this project humbles us from knowing there are more to come.

Mr. CHENG Tsz Yin
Mr. CHEUNG Chi Ho
Ms. NG Wing Ki
Mr. WONG Chun Hei

BA(Hons)Advertising Design
School of Design

Awards:

Gold Award,HK4As Students' Award 2019
Best of Show,HK4As Students' Award 2019

Domain Expertise:

Creative Ideation and Concept Development

The script discusses the creative ideation process, where team members generate and plan ideas for advertising campaigns. It emphasizes the importance of brainstorming and decision-making to arrive at a final concept. This design knowledge highlights the initial phase of designing a compelling advertising campaign.

Art Direction

The script mentions the role of an art director in the project, responsible for overseeing the artwork and the overall aesthetic of the campaign. It touches upon aspects such as typography and visual presentation. This domain knowledge underscores the importance of visual design in advertising.

Graphic Design

While not explicitly mentioned, the script implies the use of graphic design skills in creating various elements of the advertising campaign, such as promotional materials, websites, and presentation videos. Graphic design is essential for crafting visually appealing and effective advertising collateral.

User Experience (UX) Design

When discussing the creation of a website as part of the advertising campaign, the script mentions overcoming problems in coding and programming. This suggests the application of UX design principles to ensure a positive and user-friendly online experience for the target audience.

Visual Communication

The script briefly touches on the idea of visual communication when discussing inspiration sources. It suggests that the team draws inspiration from various visual aspects, such as taste experiences, restaurant settings, and supermarket displays. This design knowledge highlights the importance of visual stimuli and aesthetics in advertising design.

Lifelong Learning Excellence:

Creativity & Innovation

The students discuss the creative process involved in their projects, including brainstorming ideas, developing insights, and coming up with innovative solutions. They mention learning new knowledge and skills related to design, ideation, and art direction.
The students discuss the process of ideation, finding insights, and developing innovative solutions for their projects. They mention using observation, research, and experiences to find inspiration and unique perspectives.

Critical thinking and Problem-solving

Some students mention the challenge of managing time effectively due to the short duration of the project. They emphasize the importance of balancing ideation and execution within the given time constraints.
The students mention encountering difficulties throughout their projects, such as time constraints and shooting without permission. They discuss how they overcame these challenges through teamwork, discussions, and finding solutions together.

Project Management and Teamwork

They emphasize the importance of teamwork and effective communication in media productions. They mention the need for strong communication skills, collaboration, and sharing ideas to develop effective solutions and achieve the project's goals.

Adaptability and Flexibility

The students mention learning new knowledge and skills with each project, adapting to new briefs, and constantly improving their craft. They highlight the importance of being open to learning, embracing new challenges, and striving for continuous improvement.

Accountability and Motivation

The students highlight the importance of passion and motivation in their work. They mention being inspired by their teammates and the drive to achieve their goals together. They emphasize the role of encouragement, empowerment, and teamwork in overcoming obstacles and achieving success.

Reflection and Self-awareness

The students reflect on their experiences and the lessons learned from their outstanding work. They mention gaining recognition and praise, but also acknowledge that there is always more to learn and strive for. They emphasize the importance of personal growth, humility, and continuous hard work in their careers.

Inspiring Quotes:

Teamwork
"There is no “I” in a team, but there is an “I” in WIN, that “I” is individuality, an efficient team requires each member to contribute their own magic into it."
Mr CHENG Tsz Yin

"Teamwork is everything in media production, the beat idea will born when everyone is working on the same page."
Mr WONG Chun Hei

"As a team, we empowered and inspired each other and worked hard to achieve the goal together. When we are stuck and face difficulties in the creative process, encouragement from group mates will move each other forward and overcome the impossibles."
Mr CHEUNG Chi Ho

Professional Competence
"Everytime when there is a new brief to tackle, it’s a new learning experience. I learned a lot more about the product, the consumer behavior for the F & B industry, as well as a good opportunity to harness my design and ideation skills."
Mr CHEUNG Chi Ho

"I think we learnt a new product at first and put ourselves in the consumer’s shoes, therefore we can understand the situation in the market."
Ms NG Wing Ki

Lifelong Learner
"Recognition and praise industry is only a gateway to more. This experience is just a baby step, from the knowledge I gain from this project humbles me from knowing there are more to come. One must keep working hard."
Mr CHENG Tsz Yin

Global Outlook
"As a discipline of communication, not only should we be responsible for what we communicate to the society, but we can also make a difference to improve the society through advertising."
Mr CHEUNG Chi Ho

Explore More:

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Domain Knowledge OER