Today iconic Hong Kong innerwear brand Chicks launched a new campaign to promote its innovative Techwool thermal range. Devised by Hong Kong branding agency Stepworks, the campaign features popular Hong Kong photographer, Will Cho, who is known for his dramatic landscape and cityscape images.

The campaign is spearheaded by a TV spot that relates a familiar Hong Kong story with an engaging twist.... Generations of local people have first encountered the Chicks brand as children during the city’s chilly winters. Parents and grandparents love the warmth and quality of Chicks and it’s something of a tradition to buy the brand for the little ones. The commercial extends this idea by showing Will on location in the great outdoors experiencing the warmth of Chicks – with his mum. The pair recall the happy memories of his childhood as they share a warm moment on the mountainside with Techwool.

The spot resonated with audiences and quickly attracted over 16,000 YouTube views and many positive comments about the casting of a real mother and son. As well as showcasing the Techwool line, the campaign highlights the key brand message of Hugs for every body. In addition to the TVC, the campaign included social, print and digital executions and POS displays.