KEN TSUI IS
CREATIVE DIRECTOR OF HERE THERE,
AN EXPERIENTIAL MARKETING STUDIO
WITH A MULTIDISCIPLINARY APPROACH
AND THE PERFECT BALANCE OF
KETCHUP, MUSTARD & RELISH
CLICK ON THE IMAGES FOR FULL VIEW OF PROJECTS
CLIENT: The Vancouver Art Gallery
CHALLENGE: The Vancouver Art Gallery looked to expand and fortify their Young Associates donor program.
APPROACH: In the spirit of "MashUp" on view at The Vancouver Art Gallery, I conceptualized an edible art exhibit with 4 works that extended into the foyer of the gallery as a one-night show with the chefs featured as the artists. Young Associate members were given an exclusive discount on tickets drawing exposure to the perks of the program. The experience was featured in local online publications including Vancity Buzz, Scout Magazine and Vancouver Is Awesome.
CLIENT: Modo the Car Co-Op
CHALLENGE: Modo the Car Co-Op wanted to diversify public understanding of how to use their car fleet.
FORMAT: Online Video Web-Series
APPROACH: I branded and developed the format for "Let's Go!" before producing, directing and hosting episodes for each of the 6 key opportunities Modo identified as ways for viewers to experience the car co-op. Each episode featured a new guest that appeals to a 22 to 40 year-old, city-dwelling demographic that would more likely car share than own a car. Episodes were featured on Vitamin Daily, a local lifestyle site.
CLIENT: Take Root
CHALLENGE: After a research study on Vancouver's Chinatown for the Canadian Government, Take Root wanted a playful articulation of some of the personal stories embedded in the historical neighbourhood as a companion to their report.
APPROACH: I brought the project to life through a print concept called "Chinatown Tales". I identified and interviewed 9 local stakeholders for the stories behind their favourite shops in Chinatown and paired them with illustrations by Chairman Ting. The series was produced as a postcard set. Along with the stories and illustrations, one postcard was left intentionally blank to encourage exploration in the kaleidoscopic enclave of shops to create a story of their own. The project was featured in the 2016 Applied Arts Annual as top retail application illustration in a series.
CLIENT: Tiger Ping Pong
CHALLENGE: A Vancouver-based table tennis leisure brand who wanted to shift their dominant business in online sales to a more hands-on experience.
FORMAT: Experiential & Video
APPROACH: I responded with an experiential identity called the "Tiger Ping Pong Club" and a strategy to host a citywide ping pong showdown, injecting a sense of playful ping pong culture in Vancouver. The showdown engaged 300+ players representing leading businesses, agencies and organizations. Throughout the weeks leading up to the event, participants were engaged in promoting playful sportsmanship that amplified and built excitement around the Tiger Ping Pong brand.
SENSORY CANADIAN CINEMA
CHALLENGE: To activate lululemon's 2015 'Om Canada' campaign and give hometown guests an opportunity to experience it.
APPROACH: Inspired by the campaign's national pride, I worked with Belgard Kitchen and Postmark Brewing to develop an idiosyncratic Canadian experience that cheekily integrated some of the country's classic tropes in a dinner and movie experience. The concept skewed from the traditional lululemon culture, fleshing out their campaign and offering a refreshing approach to playful engagement while ringing true to their core values.
TALES FROM PUBLIC SCHOOL
CLIENT: The Vancouver School Board
CHALLENGE: The client sought to raise awareness for inner-city schools that were under threat of closure.
APPROACH: The activation came to life through a dinner that embraced the full cafeteria experience paired with an evening of schoolyard storytelling hosted at two of the schools that were under threat of closure. With over 300 guests in two nights, the event gave people an opportunity to walk through and engage the school in a playful yet meaningful way and brought awareness to an imminent issue.