Background
Spring campaigns naturally revolve around the theme of 'spring'. At that time, the weather was still cold and spring colors were not yet visible. Through this event, we aimed to 'awaken' spring in Nanjing, 'awaken' people's awareness of Vanke's integrated commercial projects in Nanjing, and boost merchants' confidence.
Under the pandemic, 'seeding' was out of place.
Core Message
During a creative meeting for our core material—a giant flower installation—a design featuring three large flowers 'back-to-back hugging' captured everyone's hearts. Thus, 'Hugging Flowers' was born, becoming the core concept and visual symbol of this campaign. Meanwhile, we continued to advance the design and production of a series of online and offline core materials as planned.
Related Services
Towin Expo provided end-to-end services for this project, from creative planning to on-site execution, including the design and construction of large installations, production and installation of event materials, and visual design support for online promotion, ensuring maximum brand display impact.
Industry Insight
In commercial real estate events, large interactive installations are becoming an effective means to attract foot traffic and enhance project awareness. By combining creative visual symbols with offline experiences, brands can effectively convey warmth and strengthen emotional connections with consumers.
Summary
Vanke's 'Hugging Flowers' large installation, themed around 'spring', successfully awakened the perception of spring in Nanjing through the 'back-to-back hugging' design of three large flowers. Towin Expo was responsible for overall planning and execution, covering installation design, construction, and material production, contributing to the project's promotion.