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This year, a major required course Campaign Planning offered Year 3 students from Advertising and Branding Concentration a golden opportunity to cooperate with Eldage, a social enterprise under Fimmick, in a product development project. The students used their creativity to revitalize various traditional craftsmanship, including handmade plastic advertising film, Chinese cultural wedding gown, Cheongsam flower button and Chinese Opera hair dressing. They blended the essence into a new product design and develop an IMC plan to raise public awareness on the diminishing Hong Kong craftsmanship.