Ogilvy Public Relations Hong Kong has won a spot on beer brand Kronenbourg 1664's agency roster, after a what it called a "fiercely competitive" pitch spanning two months.
The partnership is for a new project, which champions the concept of work-life balance in Hong Kong, through insight into the French lifestyle the brand offers.
Ogilvy will work with Kronenbourg's creative and media partners JWT and OMD on a campaign around “cinq à sept” – a French term used to describe the two-hour window between five and seven o’clock, reserved purely for social gatherings, such as “wine and cheese”.
“Hong Kong people are known for their ambition and work-orientated lifestyle, but are also becoming aware that all work and no play makes for a rather dull life,” Paula Fisher, associate director, Ogilvy Public Relations Hong Kong, said.
JWT won the creative duties for Carlsberg Group, which owns the Kronenbourg brand, last year, along with OMD which snagged global media duties.
The Hong Kong campaign will involve a series of activities, all of which will challenge hard-working Hong Kongers to prioritise their work-life balance.
The activities will be launched via a new Kronenbourg 1664 Facebook application, to be unveiled in April.