This year, the task is to rebrand the Youth Square in Chai Wan, which is a NGO helps to develop teenagers. As Youth Square now is not popular among the teenagers and the existing stores at the square are not for developing the teenagers, our mission is to create a brand new image among our target audience as well as make the Youth Square as a famous teen hub among Asia.

My partner Benjamin and I found out that the most effective way to communicate with teenagers is not saying how good they can be, but to talk with them you are on of them. Therefore, we created "The Bottled Peer" as a touch point to reach them. Drink a Peer!

"The Bottled Peer" is actually a set of non-alcoholic bottled drinks. We aim to develop the set of drinks to be the must-have item among the teenagers. At the 1st phrase, the drinks are free-of-charge and teenagers can find them in convenience stores. After introducing the drinks, we will have a set of promotional items such as social media contents, online videos and prints. Moreover, we will line up with social workers, pretending beer promotion staff, to reach the teenagers at beaches or parks where teenagers usually hang around.

What's more, "The Bottled Peer" is much more than a set of drinks. At the 2nd phrase, we target to drive the teenagers to the Youth Square. Every bottle cap is actually a "token" and it is a currency of the Youth Square. With the tokens, teenagers can participate the courses and events at the square. From buying the drinks to joining the activities, it is totally free of charge. Our ultimate goal is to help Youth Square to become an international teen hub. Special edition drinks will also be found out of Hong Kong such as Taiwan and Korea, so that teenagers from worldwide are sharing the same currency and joining the activities together.

We did the real products for the presentation! Although we didn't get any award in the competition, we did enjoy the memorable time when brainstorming and developing everything for the competition. Thanks again to my partner Benjamin.

Creative: Benjamin Chan, Roden Chau