City's Heart Beat 大城心事

Agency

180 Degrees Brandcom Sdn Bhd

Client

FlourLab

Product/Service

F&B

Brief

Create the first Mid-Autumn gift box by 988 FM’s City’s Heart Beat, in collaboration with Darizi and FlourLab. 

The aesthetics is an easy win. Let’s make it a masterpiece that is not only an eye feast, but also a moonlit treasure that captures hearts from the inside out.

Solution

A conceptual and immersive Mid-autumn gift box that covered 5 common sensory systems: smell, taste, touch, sight and hearing. 

Four uniquely flavoured mooncakes (Red Dates, Yuzu, Dark Chocolate & XO Scallop Chilli Crisp flavours) drew upon the concept of 甜酸苦辣 (sweet, sour, bitter & spicy), echoing life’s ups and downs shared by the City’s Heart Beat audiences. Each bite was like a tribute to every unfiltered story being aired on 988 FM.

Intricate die-cut layers depicted countless souls being soothed during the City’s Heart Beat show. Designed to be an art piece, the gift box cover can enrich any space with storytelling that leaves room for imagination. Blue was chosen to simulate the ambience of the evening show; the gold finish completed the Mid-Autumn tone. 

To add fresh experience to the box, we included the Augmented Reality (AR) hunt, bringing 11 city’s heartbeats to life via animated shorts, including famous deejay Chan Fong’s charismatic voice.