Portfolio of Katherine Ngai

theManvellous

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Advertising / Arts / Campaign / Photography / TV Commercial

THEGREEN

AD-GIRL: KATHERINE

NGAI

Glaceau’s Colour Revolution

GARDEN’S VDAY PROJECT

PHOTOGRAPHY/ Revealing 2015 WPO student finalist

Quick Watch! My Victoria Harbourfront Mini-movie Competition

award-winning movie

SPOT: DOMESTOS’ GREEN-MOVE

N G A I KATHERINE M A N Y A N

Design New Force: THE GREEN AD-GIRL

Prizes and Awards / Best Final Year Project 2015 Finalist, Student Focus, Sony World Photography Awards Merit, My Victoria Harbourfront Mini-movieCompetitionCPCE Dean List (Semester 1, 14-15) CPCE Dean List (Semester 2, 13-14) CPCE Dean List (Semester 1, 13-14)

“ YOLO!” The 20-year-old girl told us about herself with a smile. TEXT: K Photo: Kath N

MANVELLOUS MAGAZINE / KATHERINE NGAI MAN YAN

Studying Advertising design in the Hong Kong Polytechnic University, Katherine has a strong interest in Design and art. She is a passionate, creative new designer in the industry.

Being the socializer, she loves meeting new people and challenges. “Working as an ad-man makes you work under pressure in most of the time, it excells the potential within oneself”, Katherine explained.

When she is asked about what to do in spare time, she replied, “I like reading, all kinds of books are interesting to me”. Inspirations are always come from books.

To gain herself more practical experiences, she joined various competition including HK4As, Sony World Photography Awards, MIni-movie competition.

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《言青春》

白芋光陰肆意磨，青蔥歲月任蹉跎。言夢論想烏絲滿，說地談天思緒多。汝不知分秒似箭，吾無畏日月如梭。伸眉仰首望穹蒼，頌唱青春不絕歌。

This is a poem that I wrote, which reflects my own thinking towards every matter. I fearlessly take every opportunities, hoping to live a fruitful youth.

Glacéau: Shout out for

HK teens!


About Vitaminwater Originated from new york, Glacéau

Vitaminwater was successfully launched in major cities including London, Paris, Tokyo,

Seoul and made its Hong Kong debuts in 2009. Glacéau Vitaminwater nutrient

enhanced beverage hydrates responsibly without artificial flavorings.

Vitamins are also added as a part of the daily needs. Glaceau Vintaminwater is produced in

nine flavors and enriched with energy enhancing natural ingredients and vitamins. The low-calorie drink became an instant hit

with celebrities and fashion lovers for its various refreshing taste and healthy nutrients.

The brand is launching an exciting campaign for vitaminwaterto grab the hearts of our teenagers. Their plan is still going on.

Read more about them first!TEXT: KK RESEARCH: Kath N

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As a matter of fact, the product of Glacéau enjoys an advantage among the energy drink field. Since Glacéau boasts no artificial flavors, colors, chemical stimulants are contained in the products. Glacéau leverages their all-natural approach as the differentiator that will elim-inate the caffeine-based products from the competition.

Besides, the creative campaigns and the attractive packaging design, contribute to the success in grabbing the hearts of the young generation. Engaging the brand with fashion and popular singer helps shaping a stylish trendy image of Vitaminwater.

However, for the pricing of the products, the Asia Pacific market currently perceives Vitaminwater as a product for the affluent. Vitamin-water in the Asia Pacific market is available in upscale restaurants and high-end retail outlets. This is in complete contrast to the public perception of the same product in North America.

Therefore, the marketing position for Vitaminwater in the Asia regions should be premium. What people purchase is more than a bottle of enhanced water, they are buying an identity.

Breaking down the scope, let’s put the focus into the local market - Hong Kong. It is observed that the brand does not put much effort in promotion. Both TVC and print ad are rare. Without efficient communi-cation to the market, the image and position of Vitaminwater is unclear.

It is vital to maintain the vigorous, energetic, stylish and trendy image of its product. Therefore, some de-sign problems have come up:

Blurry brand image in the local market, making the sales unable to go up. Therefore, more promotion in the local market is needed to raise awareness.

後生仔女梗係整色整水！Above is the first copywriting I wrote for Glaceau’s next campaign.

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梗係整色整水！

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Glaceau’s Colour Revolution

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BACKGROUND / Vinatminwater has inadequate media exposure in Hong Kong. It results in an unclear brand image. The brand currently did not aggressively promote their unique selling point to the consumers nor addressing a specific target market.

GET / - Youngsters and young adults of HK - Aged between 18-25- Reasonable income- Willing to spend money on leisure products- Want to build up unique style

TO / - Consume Vitaminwater

BY / Associating the colourful Vitaminwater with the pursuit of youth, wild and unique living attitude.

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www.glaceau.hkfind us on

colourful

© 2015 glacéau vitaminwater glacéau vitaminwater ® is a registered trademark of Energy Brands Inc. © Energy Brands Inc.

®

Dare to be colourfulDare to be colourful



Deliverables / Print ads - to be shown on MTR lightbox and magazinePostcard - giveaway along each Vitaminwater

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Deliverables / Creative Box Set - includes white plain t-shirt and towel along with dye detergent and a set of Vitaminwater for users to create their own tie-dye items. It is to be distributed on university campus.

Deliverables / TVC - Both the 30 & 10 seconds version portrayed the enjoyment of youth and togetherness while tasting the product.


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Garden Roll your loveBackground & Objective Currently Garden is dominating the market, however, leading to stagnation. Advertisements are rare and promotion is uncommon. The brand no longer impress their consumers, especially the young generation.

Current Thought Most of them consider as an old brand, their childhood snacks. We would like to change the impression by launching a new campaign.

Desired Thought Our target audience will enjoy Garden’s products in their leisure time. They will be delighted at the same time. More-over, they will take it as a modern and fresh brand.

Target Audeince The campaign targets teens (Education level: University) as well as young cou-ples and lovers.

Rationale It will bring more discussion and exposure to the brand and generate attention from the target group

Message Garden is a heartwarming brand and its products are sweet delights for lovers.

Slogan Sweet Roll Swiss Roll 滋味愛分享

Tone Light, Sweet, Romantic Suggested ChannelSocial networking sites (e.g. Facebook, Youtube), MTR billboards

Valentine’s Day Special ProjectGarden is launching their new campaign in celebrating the Valentine’s Day. See the full story below. Celebrating the Valentine’s Day, Garden put their repackaged Swiss roll on shelf. The six-flavours swiss roll have a talking bubble printed on it, which a love state-ment is included as well.


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The new package of Garden’s Swiss Roll, which printed with different love statement.

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Consumers can do so simply by going to their website, input their own statement, the swiss roll will be sent to the chosen address(homg Kong region only). What makes it better is that the tailor-made swiss roll will not charge any extra fee. The promotion lasts the whole month of February, grab your love swiss roll now!

Tailor-made your own style of Sweet RollWhat is better, consumers can customized their own version of statement.


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Never Ending Mall: Hong Kong Hong Kong is a city named as a shopping paradise. Many shopping malls are connected with the public transportation, residential building… The choice of consumer goods is like to the image seen in kaleidoscope.

Images © Katherine Ngai, Finalist, Student Focus, 2015 Sony World Photography Awards

Hong Kong is prominent for its glamorous skyline, night scenery. This city has the most mesmerizing lights that consume people. The lights glow in the dark, sparkle along the pace of the city. The lights indulge people. It feels like being drunk. Everything is like being viewed under a kaleidoscope. They shine along each others, creating additive, patterned scene.

Sparkling ViSionThis series of photography are taken by Kath-erine Ngai, where one of her works entered the Student Focus of 2015 Sony World Photogra-phy Awards.TEXT: KK PHOTO: Katherine


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Domestos is Moving GreenThe brand is launching a green campaign to reduce environmental impact, let’s see how they achieve it.TEXT: KK RESEARCH: Kath N


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Domestos is a household cleaning range that contains bleach and is manufac-tured by Unilever. Domestos bleach is powerful and quick acting to cut through stains and grime, destroying the germs within.

Its directable pack and long-lasting germ kill formula mean can target germs and keep them away for longer than with thin bleaches. Also, it provides a wide range of products to address all toilet-cleaning needs, becoming a ‘germ kill’ expert.

Domestos aims to help improve general hygiene, enhance everyone’s health and well-being.

Furthermore, it works jointly with the UNICEF to offer help to whom have no access to basic sanitation. The kind act of Domestos may tug the heartstring of the consumers. Thus, wins their heart. This may favour to the growth of its profits as people may be more willing to purchase Domestos’ cleaning bleach. In a long run, help to build the reputation of the brand.

With the certification by the World Health Organisation Domestos is a reputable and trustworthy brand. Being sold at over 35 countries, Domestos only provides limited choices of cleaning bleaches to its consumers. Yet, they are able to clean most of all the germs in toilet or kitchen. However, the effective products are marked at a relatively high price. Consumers may then turn to buy cheaper detergents and bleaches to do the cleaning.

About Domestos

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As a world-class brand, Domestos, however does not include Hong Kong as one of its market. If Domestos would like to enter a mature market like Hong Kong, it could be a challenge. For exam-ple, brands like Mr. Muscle and Toilet Duck have their own mascot to impress the consumer. In contrast, Domestos purely stress on the effectiveness of the products. It is easy for them to meet deadly challenge from other brand, that is producing a more powerful cleaning product. Therefore, Domestos should adopt oth-er strategies to uplift its brand. Shaping the brand from the image of expert into a more unique status.

Domestos’ aim to help improve the hygiene standard of the world, provid-ing 100% protection to human from germs are undeniable. After the years of research and development to create a powerful and efficient detergent, Do-mestos had gained numerous trust from their loyal customers.

Therefore, Domestos should first, con-tinue their innovation in the research and development. Second, continue to bear the social responsibilty of business. Domestos can keep on devote in the charity work. Building a strong image as a kind, socially responsible corpora-tions.

Why moving green?

Being one of the most influential brand in the world, Domestos takes up the responsibility to act as a catalyst to create lasting, city-wide behaviour change on health and wellbeing, reducing environmental environmental impact as well as enhancing livelihoods.


Targeting at the our local city, Hong Kong, The brand strives to make impact on our citizen, raising their awareness towards the environment.

How does Domestosmake it Everlasting?

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Target audience: senior students from secondary school, students from associate degree and office worker What it is about? The idea aims at making the target audience relief from stress by making them laugh. I want to bring the joy into the washroom as toilet is a common place for the target audi-ence to take break from their pressure. Hilarious and humorous scenes would happen inside the toilet.

For example, jokes would be printed on the rolling toilet paper. And it is hoped that the positive energy that they received could spread to the others as well. The role that Domes-tos play in this campaign is a therapist, clearing the mental impurities, negative emotion of the target audience.

idea one

Things that are humorous will be gathered inside the washroom. For example the movie clips of comedian will be played. The sound of laughing will pop up when flashing the toilet. Some of them intended to make the users laugh out loud while some gives them encouragement. For example, positive quotes will be hidden in the rolling paper.

The problem is that the target audience may not be moved even they are asked to think twice. Same decisions could be made, that leads the idea to a failure. Solely redecide would not benefit the environment and the society. “Think twice before you act” would be a cliche, hence the effect would be weak. Also, the idea is too one-way, the result could not be seen.

The objective is to enhance the mental wellbeing and health of Hongkongers, ease their pressure and stress by making people laugh, relief them from pressure and stress.

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A digital board with a phone charging corner will be showcased in the MTR sta-tion. The function of the phone charger is to drag away a certain amount battery of the users' phone. Once the battery is dragged, the plant displayed on the digital screen will grow.

Also, when the power of battery is enough to complete the growth of the plant, a real plant will be planted in the city. The idea of draining own benefit for the sake of the society and environment is placed.

There is a lots of restrain to the out-come. For example, the whole event could only happen within a limited space. More importantly, the idea could not give the target audience a change in habit in a long run. Instead of avoiding the target group to have negative emo-tions, the idea could only act as a short term remedy.

Idea: Motivate the target audience to reflect the actions they made in daily life, consider if they could make choice that benefit the environment. Target audience: Urban citizen who own smartphone or any electronic gadgets. Educated citizens of Hong Kong ranging from 18 - 50.

What it is about? The idea aims at encourage self-reflection from the target audience. “You have a choice”, “Think twice for the sake of the environment” and “Actions you make affect the whole society” would be stressed. It is hoped that through self questioning, the target audience could take actions that favour the environment.

idea twoThe objective is to encourage the target audience to aware the environment, willing to sacrifice and protect it.

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Idea: UpCyClIng

Target audience: HK’s Domestic households, middle class housewife

What it is about? The idea aims at converting the used bottle of Domestos into new and useful materials for better environmental value.

The unique features of the Domestos’ bottle would be introduced in the upcycled product that could entertain the different usage, needs and wants of the targeted audience (domestic households of Hong Kong).

Slogan: Domestos Everlasting Cycle

Tone: Light, Clean, Casual, Informative

Suggested Channel The product itself, point of purchase, e-platform (app)

Idea threeThe objective is to reduce environmental impact, make the target audience willing to sacrifice and protect it voluntarily.

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More about Upcycling: The goal of upcycling is to prevent wast-ing potentially useful materials by mak-

ing use of existing ones. This reduces the consumption of new raw materials when

creating new products. Reducing the use of new raw materials can result in a

reduction of energy usage, air pollution, water pollution and even greenhouse gas

emissions.

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RE

fER

EN

CE

KeVIn, CHeUng WAI CHUn 張瑋晉 Upcycling product designer Graduated from Hong Kong Polytechnics, School of Design in 2009. Looking at the environmental crisis our world is facing, Instead of continually draining new resources/materials to create new products, Kevin is exper-imenting with waste materials, reusing them to create new products and also collaborating with different NGOs to produce the products locally. Core Value Having the responsibility to re-create the world for the better. Designs have to be sustainable by enriching the environment, users as well as the society. Inspire people to have a new perspective of how products are being made, consumed and disposed.


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Boombottle is a speaker system made from a waste plastic container. The plastic bottle is air sealed, waterproof and rugged, yet it has a large internal volume, making it a nice speaker en-closure. When it is attached with speaker drives along with LED light, it becomes a portable and glow-in-the-dark speaker, perfect for playing and sharing music outdoors.

It is made of waste produced in Hong Kong, then assembly by St James’ Shelter workshop in Wan Chai, providing job opportunities for people with disabilities. It is not only a locally made product but also a product that can bring benefits to the society throughout the whole production process.

The Boombottle

good point to learn: Utilise the unique features of the materials

Well designed, it has to look good to attract the audience

Make it better, more convenient than the existing product

Give add-value features to the product

User-friendly, can be used everywhere

No site-specific

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Alchemist Creations Alchemist Creations is founded by 3 young designers in 2012 with the motto “Turn Neglect Into Shine”. Believed in discovering the beauty of the mundane, Alchemist turns them into elegant goods. They evokes the revolution of “Combining Handcraft Production With Social Innovation”. Alos, they utilize social resources and created innovative sustainable product designs.

Core Value Think from the basic and design from the basic. Alchemist takes the readily available materials and we maximize the possibilities and make them design fea-tures. Ensuring every product designed is a seamless integration of sustainability and innovation.

The CAn Series CAN Series is the very first product line that Alchemist produced. They utilize readily available materials, hence soda cans, as design features and created the world’s first soda can watch-the Can-Watch. Due to the social innovation and creativity behind, the Can-Watch is awarded the Red Dot Design Award Best of the Best 2013. The success of this product proves the prospect of this sustainable product design. All procedures, especially handcraft productions, are handled by the un-der-privileged. They are often neglected by the society. They lack confidence and respect. Alchemist is willing to cooperate with them, offering them job opportuni-ties. Through this cooperation, they are re-inserted into the society.

Can WatchGet more parties involve in the process Consider if the process can as well benefit the society Understand the features of the materials Incorporate with other materials Turn neglect into shine Aim for high quality outcome

A Concrete Idea of what to do with what media...Upcycle the used Domestos’ bottle.The label on the bottle in one way is a guide line, teaching the user how to turn the bottle into a useful product. On the other hand the label itself can be turned into a useful product as well.

The wasted bottle of Domestos is full of possibility it can be turned into anything that fit the usage of different people. For example, it can turn into a stationary holder for a study room.

Last but not least, an E-platform will be showcased. It serve as a platform for different users to share their upcycling achievement with Domestos' bottle. En-courage information flow from more us-ers to impact more people to act against environmental damage by upcycling.

Upcycling


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I tried to think of some ways that the bottle can be transformed into. In order to make things sys-tematic, I think there should be a clearer guide to determine how the wasted bottle could serve a family. Therefore I come up with a few ways:

1. According to people

2. According to activities

3. According to function

4. According to Space

50 ways of a bottleI tried to illustrate the different usage of a bottle by forced connection, brainstorming.

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Stickers on the bottle

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Stickersproviding information of the upcycle campaign

A triangular shape placed on the top right hand corner hints that the sticker can be removed easily. The tag next to it suggests the user to share the sticker to others. Encouraging the spread of information.

There will be two kinds of sticker: information of the detergent, usage of the detergent/ product information of this campaign (including how to upcycle the product, information of High-density polyethylene).Besides sticker, it is crucial to let the shoppers know about the information as well. Therefore, I made a small information bar which can be placed to the shelf. Simple graphics are drawn to attract the pass-by. Similar information to the sticker are included.

We care the living environ-ment so as we care our costumers. Aiming at reducing the environmental impact, we launched the “Domestos,Ever-lasts Cycle”campaign. Follow the steps below and turn the bottle into incredible things. Share this sticker to your neighbours, inspire as many

people as you can!Make a move for our future,Everlasts our environment.

High-density polyethylene (HDPE) is the material that makes up our bottle. Our cleaning deter-gent has properties that are good for upcycling, including:

HDPE

110 °C

HARD

is the process of converting waste materials or useless product into new products for better a environmental value. Through a creative convertion, less wastes will be produced. Hence, our environment can be sustained.

UPCYCLING

Point of purchase

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We care the living environ-ment so as we care our costumers. Aiming at reducing the environmental impact, we launched the “Domestos,Ever-lasts Cycle”campaign. Follow the steps below and turn the bottle into incredible things. Share this sticker to your neighbours, inspire as many

people as you can!Make a move for our future,Everlasts our environment.

High-density polyethylene (HDPE) is the material that makes up our bottle. Our cleaning deter-gent has properties that are good for upcycling, including:

HDPE

110 °C

HARD

is the process of converting waste materials or useless product into new products for better a environmental value. Through a creative convertion, less wastes will be produced. Hence, our environment can be sustained.

UPCYCLING

Before entering to homepage... This is the introduction pages of the app. Inforamation of High-density polyethylene (HDPE #2), upcycling and this campaign will be shown before entering the main pages of the app.

See the Domestos AppIt enables people to interact and share upcycle ideas. I took reference from the layout of the app Instagram to create this app. Basically there will be five pages: record, upload, tutorials from Domestos, video-es from other users and bookmarked.

1

ReCORD

DISCOVER

ADVANCE

EASY

HARD

BOOMBOTTLEBoombottle is a speaker system made from a waste plastic container.

ORGANIZERMaybe it looks hard to make, but follow the steps, you can easily make your own one!

CHARGING HOLDEREasy way to hold your phone while charging it. Won’t drop it to the �oor anymore!

KID TOYMake your baby a new toy by turning your used bottle!

HOLDERSimple way to make your stu� tidy and neat!

FAVOURITE

HOLDERSimple way to make your stu� tidy and neat!



LAMPThis incredible lamp shade is great for your bedroom!

00:03:15 UPLOAD

New DIY on bleach bottle!The diy is super simple and user-friendly. Go check out the video and stay tune because the next video will be upload-ed very soon!

2 3 4

UplOAD FInD DISCOVeR

The tutorial videoes from Domestos are all classified regarding their level of diffculty for easier reference. Users can easily follow the instruction and create their own upcycled work!

PRO TIPS

YES YOU CAN!Box DIYIt may requires some sort of cutting skill, but YOU CAN DO IT! The outcome will be a definite surprise!

ADVANCE

PRO TIPS

EASY &QUICK Bookshelf DIYThis tutorial is very simple, but it is definitely one of the most useful one!

EASY

PRO TIPS

IT’S FREE! Organizer DIYIt is definitely one of the most useful one! You simply need a few cut and get free organizer from a wasted bottle!

HARD

PRO TIPS

ADVANCE

EASY

HARD

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My Victoria Harbourfront Mini-movie Competition

TEXT: Katherine PHOTO: KK

The five people team from Hong Kong Community College won the Most Pop-ular Mini-movie on Facebook Award. At the same time, they are the only winning team in the open category. We have invited one of the teammates, Katherine, to share her experience with us.

Interview with the winning team of

M: What is your story about? K: The story is about Hongkongers. We believe that all of us have our own connection to the harbourfront. We hope to bring out the message of this harbour contains every story of us. And we are doing that by illus-trating a story of the main characters.

Everyone of us may have sweated strength, spent time and expressed emotion. We quietly leave our footprint here. We are a passenger in others’ life.

The invisible connection infused colour into our city, making it an ador-able place for us all.

M: How do you allocate the workload? K: We believe in teamwork. Most of the time we work together, especially brainstorming the storyline. Most of the time, I will be responsible for the text. I record down the ideas we had in the meetings and turn them into beautiful words.

M: Manvellous Magazine K: Katherine


A glIMpSe OF THe WORKThe winning team gives us some shots of their 4 minutes production.


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HKCC ORIENTATION 2015www.hkcc-polyu.edu.hk/orientation

Every FallSeeds Spring

This is the copy I wrote for the orientation day of Hong Kong Community College

PhotograPhyThese works are being taken during my travel or daily observation of the city.

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Sweet Roll Swiss Roll

advertising design k a t h e r i n e n g a i

Portfolio of Katherine Ngai

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