Brand
ProjectFlavours That Bind
Cedar HK, Agency / Creative,
Associated creatives
Tags
Description
This video advertisement for Lee Kum Kee titled Flavours That Bind explores the central role of food and family during Chinese New Year. The narrative sequences feature older women and men cooking traditional dishes, families setting banquet tables, and multiple generations sharing meals together. Warm interior lighting highlights rustic kitchens and dining rooms decorated with festive symbols and framed photographs. The cinematography blends intimate close-ups of food preparation with observational scenes of relatives interacting across generations.
Style
Horizontal, Cinematic, Warm, Golden Hour
Industries
CPG / Packaged Food
Event
New Year's Eve, Chinese New Year
Background
Living Room
Context
TVC / TV Commercial