Crafting a fairy tale story with Eight

Campaign for charity Sedan Chair Race & Bazaar plays off fun event theme.

In an effort to drum up interest and participation in the Matilda Hospital Sedan Chair Race & Bazaar, brand company Eight Partnership has created a campaign based around this year's "Fairy Tales" event theme.

Using illustrations and font styles that would be found in traditional fairy tale books, the campaign's ads bring out the fun side of the event, which encourages participants to dress up in costume for the race and bazaar.

"The theme of this year gave us a great excuse to go all the way and create a campaign which also participates in the idea," explains Chris Kyme, Creative Director for Eight. "Grace Leung created a wonderful illustration which gets into the spirit of it all, and Iain Richardson, our head of design, did the rest with some lovely typography. We hope it will encourage even more participation in what is a very successful and worthwhile event."

The ads will appear around the city in malls, bus stops and print publications. Eight also created an advertorial e-card to support the campaign and help spread the word ahead of the event on November 15. All proceeds from the event will be used to support various charities around Hong Kong.

"Eight has helped us craft a message that brings out the fun and excitement of this year's 'Fairy Tales' theme," says Elizabeth Lee, Project Director of the Sedan Chair Charities Fund. "We hope the event will unite everyone in our community to raise more money and help those in need live happily ever after."

About Eight Partnership

Founded in 1993, Eight Partnership is a brand company helping businesses create and manage high-performance brands. Eight provides brand strategy and creative services including design, digital communications and advertising. Clients include Starbucks, Virgin Atlantic, Nokia and The Economist Group, among others.

Eight's sister-company, Eight Custom Media provides branded content - magazines, websites, books, TV programming. Both companies have offices in Shanghai, Beijing and Macau, with headquarters in Hong Kong.