AT10TION

What does a perfect deal look like? That was the idea that became the driving force behind the At10tion campaign for Eco Ardence from EcoWorld. CIRCLE Studio was brought on board to offer the developer an extra spark of creativity by brainstorming on the campaign name, providing its masthead design, and crafting a series of communication materials upon the “Perfect 10” concept.

In correspondence to the lifestyle as well as the promotions for the campaign, the emphasis of number 10 in “ATTENTION” resonates well with the concept of perfection, in which it was used as an eye-catching motif to be employed in different ways across the visuals, promotional items and various marketing channels. This concept was made even richer by framing it within a sense of tranquil and harmonious living as the perfect holiday season. The result was a campaign that clearly defined the premium positioning of Eco Ardence, while still differentiating it from other premium developments.

In line with Eco Ardence’s concept of “a vibrant sub-urban city where art, culture and commerce converge”, we focused on simplicity and contrast of colours with the use of metallic gold and dark royal blue, creating a stronger characteristic that suggests premium and serenity to match the aesthetic and refinement level found in this modern, luxurious design of residence.

To keep the hype going, we get to involve in the production of 3D animation after the launch. The quaint tone and feel fits well into the message that depicts an obsessively orderly guy in his morning routine who strives for perfection in every small aspect of his life, before finding it in Perfect 10 by Eco Ardence.