Lee Kum Kee, a 120-year-old brand known for its oyster sauce, aimed to boost brand awareness and sales among young adults. We launched a multi-market campaign with the concept "Taste is in the Details," using “kawaii” cooking to showcase miniature versions of real foods. We produced online videos, key visuals, outdoor ads, paid social media, and print ads. The campaign went viral on social media, successfully engaging our target audience and reinforcing the brand's commitment to quality.
My Role — Art Director @TBWA\ Hong Kong — Social Campaign, Storyboard, Photoshoot and Video Art Direction, Visual Design
Team — So So, Annie Loo, Ronald Cheng