Tribal hits the road with #StateYourStyle for Chow Sang Sang

In partnership with Chow Sang Sang (CSS), Tribal Worldwide Hong Kong has launched a China-wide roadshow, including state-of-the-art digital installations, to introduce the jewellery retailer’s new #StateYourStyle campaign.

Chow Sang Sang

Central to the project is the belief that style should not be prescribed, but rather come from within. Under the hashtag #StateYourStyle, CSS set out to encourage people to be bold, be themselves and show off their own, unique style by mixing and matching CSS jewellery.

“With the popularity of the fast fashion concept, people may forget about their unique character and style,” said Cecilia Yim, Marketing Director at Chow Sang Sang. “With the #StateYourStyle campaign, we wanted to remind consumers to be themselves. Expressing their inner attitude and character is the most authentic beauty and fashion statement one can make, and of course Chow Sang Sang offers a wide range of jewellery styles that matches their attitude.”

To drive the idea home, Tribal Worldwide Hong Kong designed a unique pop-up roadshow visiting tier one and two cities across China. In contrast to static jewellery displays, the CSS activation embodies interactivity, and includes three different experiences that correspond to character traits like cool, playful or ladylike. Each room gives participants the opportunity to let their own style shine with CSS’s unique jewellery range.

The first room invites visitors to show off their attitude and pose like a fashion model. The studio set-up captures the whole experience so participants can browse and edit their pictures with CSS jewels.

Chow Sang Sang

In the second room, visitors demonstrate their creative style by composing a song with an interactive music box using CSS charms, rings and pendants. The third and final room lets visitors express their feminine style through a hand sensor that captures hand gestures along an interactive wall – lighting up to highlight different attributes, including #KeepChanging or #Graceful.

“The roadshow turns traditional jewellery shows on its head,” said Leo Tsui, Head of Tribal Worldwide Hong Kong. “Instead of a museum-like set-up where it seems every item has an invisible ‘do not touch’ sign hovering above it, the CSS roadshow is playful, fun and engaging. After all, ‘boring’ is no-one’s style.”

Visitors can collect and share the results of their experience on social media through a QR code, and introduce their unique style to the world.

Providing the full range of services, the agency took responsibility for the concept development, experience design and application development, technology sourcing and project management.

To date, the #StateYourStyle experience has enjoyed tremendous success in Beijing, Chongxing and Shanghai, with visits to more cities across China in the pipeline.




Head of Tribal: Leo Tsui

Technical & Operation Director: Bocys Lam

Project Manager: Billy Cheung

Group Creative Director: Marco Lam

Creative Director: John Woo

Senior Copywriter: Sean Leung

Senior Art Director: Mary Pho

Assistant Art Director: Sam Wong

Account Director: Felix Fong

Account Executive: Jean Ng

Associate Strategy Director: Adrian Tso

Guest Author DDB Blog