Could I get an eggroll with that Chopsocky?

Chopsticks and fortune cookies may get the stomach rumbling for Chinese food, but Toronto agency Sharpe Blackmore EURO is hoping they will also lure customers into Hit Music Entertainment to rent their Chinese videos.

Chopsticks and fortune cookies may get the stomach rumbling for Chinese food, but Toronto agency Sharpe Blackmore EURO is hoping they will also lure customers into Hit Music Entertainment to rent their Chinese videos.

The video store specializes in Asian films and is based in Markham, Ont., which has a large Chinese population. Since early June, the store has been displaying posters in its windows featuring cuisine-inspired images, accompanied by the heading ‘Authentic Chinese Films.’

‘When you characterize a country, you may often think of food,’ says Sharpe art director Mihail Nedkov. ‘This made for a quick communication between the two items that we’re presenting in each execution.’ Situated in a mall with similar-looking retail shops, the poster campaign is a chance for Hit Music Entertainment – which has only one location – to set itself apart. ‘They wanted to break through the clutter without breaking the bank,’ says Sharpe writer Ron Tite. The simplicity of the creative kept costs low.

The store’s owner Jimmy Chen hopes to increase sales in his store, which sells roughly 60% Chinese-language videos. Chen, who has never advertised before, hasn’t determined whether traffic has increased, but says customers enjoy the posters and have emphasized that they like the design.

Tony Miller, CD at Sharpe, says there’s a chance the posters could eventually become print ads or direct marketing materials.

Credits

Client: Hit Music Entertainment

Agency: Sharpe Blackmore EURO

Creative Director: Tony Miller

Art Director: Mihail Nedkov

Writer: Ron Tite