Intellectual Property Department: 25 Years of the No Fakes Pledge
Use this as a referenceProject background: twenty-five years of consumer confidence
Introduced in 1998, the No Fakes Pledge scheme promotes integrity in Hong Kong retail. For its twenty-fifth anniversary, the Intellectual Property Department commissioned Darkroom Studio to create a commemorative short. The brief was to recall the scheme's familiar emblem and introduce younger audiences to the importance of respecting intellectual property.
Creative approach: a familiar presence while growing up
The film personifies the scheme as a companion through different stages of life:
A personal connection: The script connects a young adult's story of growing up with the scheme's history. A first-person reflection on being twenty-five creates a link between an individual life and the scheme's place in everyday shopping over the years.
A recognisable visual symbol: Repeated views of the scheme's emblem in participating shops give it the meaning of reassurance and commitment. This supports the message that the visual identity may change while the commitment to consumer confidence remains.
Looking ahead: The ending presents the scheme's continuing role in confident shopping and Hong Kong's ambition to develop as an intellectual property trading centre, connecting the anniversary with a longer-term direction.
Creative outcome: a concise anniversary message
The thirty-second television commercial brings the scheme's identity and anniversary message into a concise format for public communication. It was made as part of the twenty-fifth anniversary campaign.
About the No Fakes Pledge 25th anniversary TVC
Year: 2024
Q&A
How does the film present the idea of growing up with the scheme?+
Time provides the narrative structure for the scheme's twenty-fifth anniversary. Darkroom Studio combines scene transitions with changes in the central character's life, moving from reading genuine books in childhood to everyday experiences in adulthood. The approach gives an institutional emblem the more personal role of a familiar presence over time.
How does the art direction express authenticity and confidence?+
To communicate clarity and openness, the film uses a clean, minimal high-key lighting style. Large year numerals, including 2003 and 2023, act as visual reference points. A blue-and-white palette creates a clear, uncluttered setting that supports the scheme's message of reassurance.
Why use a personal story in a public-information film?+
A message focused only on rules can feel distant. This TVC approaches its subject through everyday life, showing the experiences and memories associated with buying genuine products rather than concentrating solely on enforcement. It offers audiences a familiar context for understanding the value of respecting intellectual property.
- Client
- Intellectual Property Department
- Project
- ‘No Fakes Pledge’ Scheme 25th Anniversary
- Services
- Government public-information films and television commercials, commercial production and creative planning
- Date
- 2024-01-12
