GINGER × LEUR'EM 
New Age Collection      
Big Brother is watching you.

Campaign

The crossover collaboration between the two young fashion brands, Ginger and LEUR’EM, takes an approach to the eclecticism and practice of New Age, in a spiritual yet minimal way.

We took the well known quote, Big Brother is watching you, originally from George Orwell's Nineteen Eighty-Four as a means of controlling and suppressing the will of the populace. In this case to be a metaphor of looking after ourselves from a higher level perspective, transforming ourselves to be better selves.

The campaign was designed to contain merchandises — embroidered t-shirts, large print t-shirts, luminous t-shirt, tattoo stickers and postcards. Together with the products, in-store decorations were setup to comply with the visual identity.


Creative Direction: Billy Cheung
Marketing & Coordination: Yvonne Tam@Ginger, Ken Ma@Ginger
Campaign Design: Cyrus Lee, Venus Cheung, Billy Cheung
Manufacture & Production: O-Creation Limited
Embroidery Production:
 Welda Lee@LEUR'EM, Chillian Foo@LEUR'EM
Tattoo Sticker Production: LAZY DUO

GL010_v2_graphics_1
GL010_v2_graphics_2000_1333
GL010_v2_graphics_3
TE
TE_tee_1
TOL
TOL_tee
Moth
Moth_tee_1
Whale
Whale_tee
GL010_v2_graphics_4
SMF_SP
SMF_tee
SP_tee
GL010_v2_graphics_2
BBWY_tee
tattoo_sticker
TOL_tattoo
postcard_mockup
store_display_backdrop_1
Moth_store_1
SMF_store_1
DSC01538
©Daedalustudio. All rights reserved.
©Daedalustudio. All rights reserved.