The Royals unveils first work for Ipoh, creates QVB Rooster installation

Creative agency The Royals has launched its first campaign for Ipoh, with a giant rooster installation inside Sydney’s shopping precinct, the Queen Victoria Building on George Street, to celebrate the Chinese Lunar New Year.


The Year of the Rooster campaign marks the first work for Ipoh

The agency was appointed to Ipoh’s creative account in December 2016 and will work across both the QVB and Strand Arcade.

In a statement at the time, Taryn McGurk, group marketing manager at Ipoh, said the new work would “push boundaries of ideas” encourage shoppers to “discover the distinctive retail experience” on offer.

The creatives’ first work aims to create a memorable experience by celebrating the Lunar New Year’s ‘Year of the Rooster’ with traditional Chinese Opera performances and in-centre activations, which ran until January 30.

The Royals QVB

The Chinese Opera Performances aimed to offer shoppers a memorable experience

Curated by Art Pharmacy consulting and designed by Sydney artists, designers and makers, the rooster can be viewed from all levels of the QVB, and is supported by posters and banners featuring six Asian-Australian models holding live roosters and wearing latest fashion retailers and QVB jewellers’ designs.

Nick Cummins, executive creative director at The Royals, said the new work blends “tradition” with “modernity” which offered something different to other celebratory work.

The Royals Lunar New Year

Posters and banners feature Asian-Australian models wearing QVB retailers’ clothing and jewellery.

“I’m happy to say there are no paper lanterns or dragon boards in sight,” Cummins said.

“The Lunar New Year is an important retail opportunity and we wanted to give shoppers an inspiring and innovative reason to visit the QVB,” said Victor Gaspar, group general manager at Ipoh.

“The Royals have certainly delivered on the brief with an eye-catching campaign that is bringing the Luna New Year occasion to life in a meaningful and lucrative way.”


  • Client: Ipoh
  • Product: Queen Victoria Building
  • Senior Marketing Manager: Shauna Corr
  • Assistant Marketing Manager: Rebecca Jung
  • Agency: The Royals
  • Managing Partner: Dan Beaumont
  • Creative Partner: Nick Cummins
  • Senior Creative: Tommy Cehak
  • Graphic Designer: Anthea Wright
  • Integrated Producer: Rene Shalala
  • Strategy Director: Clare La Palombara
  • Account Director: Pri Patel
  • Account Manager: Michelle Kroger
  • Photographer: Milos Mlynarik
  • Producer: Matt Chee
  • Artist Collaboration: Art Pharmacy Consultancy, Reo & Co, Jeff McCann, Maker Maker Creative

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