Client
The LUI Che Woo Prize
Fields
# Marketing Strategy
# Art Direction
# Social Media Buying
# Copywriting
# Content Strategy & Management
# Social Media Management
# Research
# Project Management
Founded in 2015, the LUI Che Woo Prize – Prize for World Civilisation aims to foster a more harmonious world by recognising individuals and organisations making outstanding contributions in Sustainability, Welfare Betterment, and Positive Energy. With each laureate receiving HK$20 million (approx. US$2.55 million), the Prize supports their continued efforts to create lasting change.
To raise awareness and educate the public about the Prize, we took a creative approach—starting with familiar faces from history. After carefully researching the past century, we identified remarkable figures who shaped our world for the better and crafted an engaging campaign to highlight their contributions. From concept development to execution, I planned and directed the entire campaign, coordinated with the illustrator, and ensure a cohesive visual identity. At the same time, I took charge of copywriting, crafting engaging posts for the Prize’s official channels as part of a carefully curated social media series.
The result? A resounding success. Our campaign sparked over 100,000 engagements across Hong Kong, Taiwan, Malaysia, the UK, and the US, bringing global recognition to the Prize and its mission to inspire positive change.
