MUSE Silver

2022

Mira Place “Gimme LiVe 2021 – RE-LIVE”

Entrant Company

Miramar Group

Category

Integrated Marketing - Event Marketing

Client's Name

Miramar Group

Country / Region

Hong Kong S.A.R., China

To support local music industry and spread joy with public through music, Mira Place launched Gimme LiVe music festival since 2012 and became an annual summer tradition. On its 9th anniversary of Gimme LiVe in 2021, driven by a trend towards more green living and greater awareness of the need for environmental sustainability, Mira Place incorporated music and eco-consciousness to launch a special theme as ‘RE-LIVE’, giving a new life to the songs, the stage and the music instruments with the aim to repurpose them. It also collaborated with Joint School Music Association to “give a new life” to the musical instruments. The successful launch of the festival helped increase traffic to Mira Place – foot traffic grew over 20% compared with the same period in 2020 and garnered the attention of young Hong Kong shoppers.

Credits

Assistant Creative Director
Nicko Yip
Senior Designer
Crystal Chow
Photographer
Ady Ho, Paco Tam
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