Award: EFFECTIVENESS \ E13. Best Use of Immersive Technology

The “A Timeless Dialogue with Xu Beihong” campaign by Olympian City successfully democratized high art during the 2026 Lunar New Year, transforming a commercial atrium into a museum-grade cultural destination. To bridge the gap between traditional heritage and modern audiences, the campaign utilized a first-in-HK 660-inch indoor naked-eye 3D screen and custom-built generative AI. This allowed visitors to co-create ink-art horses in the master’s signature style, shifting public behavior from passive viewing to active participation.

The project fostered deep community roots by engaging 1,600+ local students in a professional gallery setting. The campaign achieved extraordinary success, generating over HK$30 million in PR value and a 10% YoY increase in footfall. By recording HK$5.9 million in directly linked sales, the initiative proved that integrating cultural integrity with cutting-edge experiential PR can drive both profound social impact and robust commercial growth in the Year of the Horse.