Vega Awards Canopus Winner Winner

2021

K11 MUSEA’s Sanitisation Robots Waltz Through the Pandemic

Entrant Company

K11 Hong Kong

Category

Digital Marketing - COVID-19-related (NEW)

Client's Name

Country / Region

Hong Kong SAR

Background:

In the midst of a fourth wave COVID-19 outbreak in Hong Kong, a case cluster took place at K11 MUSEA at the end of February 2021. K11 MUSEA extended a temporary closure of the site from 28 February to 5 March, reopening on Saturday, 6 March, after implementing a strengthened sterilisation programme that still continues today. On top of anti-pandemic measures in place such as regular sterilisation of public facilities, K11 MUSEA brought in a unique team of specialists: An expert crew of 11 smart robots were stationed to roam the premises, helping to sterilise the air and surfaces.

The Robot Waltz Video:

Amidst a time of public concern during the pandemic’s fourth wave crisis in Hong Kong, we wanted to bring joy and happiness to our audiences while also conveying the message that K11 MUSEA is the safest place to visit. The 11 friendly smart robots were brought to uplift the uncertain situation and to bring back customer confidence through a light-hearted lens.

We filmed a short video, featuring roving robots travelling all over K11 MUSEA to sterilise the premises and getting into some light-hearted mischief in between. Instead of a solemn video with robots performing their tasks, we decided to add spice and personality to each of the robots, and have them perform a waltz in the central atrium of K11 MUSEA, bringing on another meaning to “waltzing through” what would otherwise be considered a difficult and worrying situation. The intended message was that in the face of crisis, K11 sees strength and opportunities, and instead tackles the pandemic in a swift and nimble manner.

All robots were given names inspired by famous artists and robots from film and culture. In the video, robots were seen lining up for famous croissants, surprised by the height of our multi-storey kids’ slide, appreciating fine art and checking out the latest hype sneakers at one of our flagship stores. In essence, it was the prime opportunity to showcase all the best of what K11 MUSEA has to offer as well.

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