YDC 2019 Recruitment
HKTDC
Helping Hong Kong Young Fashion Designers’ Contest (YDC) attract participants with engaging video content production.
Hong Kong Young Fashion Designers’ Contest (YDC) is an annual competition championing the city’s young designers. Each year, the competition encourages graduates, undergraduates and those in the early stages of their fashion design career to enter to boost their exposure and compete for the prize. YDC hired Dash to create a series of engaging videos to communicate the competition details, entry criteria and rules in order to attract entries.
sector
business service
work
creative direction / video production and editing / motion graphic
HKTDC
YDC 2019 Recruitment
Helping Hong Kong Young Fashion Designers’ Contest (YDC) attract participants with engaging video content production.
Hong Kong Young Fashion Designers’ Contest (YDC) is an annual competition championing the city’s young designers. Each year, the competition encourages graduates, undergraduates and those in the early stages of their fashion design career to enter to boost their exposure and compete for the prize. YDC hired Dash to create a series of engaging videos to communicate the competition details, entry criteria and rules in order to attract entries.
sector
business service
work
creative direction / video production and editing / motion graphic
Challenge.
The YDC’s competition rules, entry requirements and guidelines cover a lot of information which in its usual format is often not fully understood or adhered to. The challenge was to present these submission requirements in an engaging way both to attract entries and to make sure those that submitted entries did so correctly. DASH understood that simply presenting a long list of rules and guidelines would not be engaging, and needed to find a way to reflect the creativity of the competition while ensuring clarity on what was expected for entrants.
Creative Design &Development.
DASH decided that creating a series of video content would be the most effective way for the competition to reach its intended audience and effectively communicate its message. DASH wanted to ensure that the video content remained highly relevant to the audience and as a result created a video series focusing on different messages that needed to be relayed.
The first promotional video takes inspiration from fashion “lookbooks”, often used as a visual guide to a brand. The video lookbook features designers that had previously taken part in the competition to encourage participants to apply, get them excited for the competition as well as give past participants additional exposure as a call for entry.
The second video in the series needed to communicate essential information about the entry requirements and rules. In order to make this content engaging and interesting so that the audience would give it their attention, DASH created a video inspired by a movie trailer that emphasised the exciting competitive element of the competition. Just like a movie trailer, the promotional video created the right atmosphere for the competition, a sense of excitement and also showed what the competition is about and communicated essential information to viewers regarding entry rules and requirements.
The third video in the series invited participants to join the contest and was presented as a Facetime call where designers shared advice about the competition. The video serves to attract attention thanks to its unique format and felt more personal to give viewers the impression that it was their personal invitation to join the competition. To round off the video series, a final video leveraged interviews with previous winners and successful entries to serve as case studies for entrants to use as inspiration.
