To create a launch campaign for a Vietnamese street food restaurant opening in Manchester's famous corn exchange building. The key objectives of the campaign were to build excitement, create demand and for it to stand out amongst it's competitors.
Through extensive research into Vietnamese culture, I discovered a ceremonial tradition which is part of the annual Tet celebrations. This tradition involves the hanging of red envelopes on trees, which are filled with money and then gifted to a lucky recipient.
Using and adapting this custom for the launch campaign in Manchester perfectly answers all of the key objectives outlined in the brief. As the spectacle of witnessing hundreds of red envelopes, hanging from small low lying trees, would definitely arouse anyone's curiosity and certainly generate excitement.