Award: CAMPAIGN CATEGORIES \ C18. Best Integrated Marketing

The Grounds is an innovative entertainment concept. It transformed the constraints of pandemic restrictions into opportunities for brand amplification, audience engagement and superior customer experience.

By combining technology, creativity and strong public safety measures with an enticing proposition, Hong Kong’s ultimate socially-distanced entertainment experience was born. Featuring outdoor cinema, wellness classes, live music, sports, dining and more, The Grounds engaged consumers during a climate of uncertainty and disruption.

The reimagined experience has attracted a strong following and international media attention. It created jobs and business opportunities in a challenging environment whilst delivering opportunities for brand engagement and affinity.