Lee Kum Kee: Flavours That Bind
Brand
Date
Jan 2025
Description
Lee Kum Kee’s campaign, Flavours That Bind, centers on the connection between food and family traditions during Chinese New Year. The work leans into a warm, inviting aesthetic, utilizing golden hour-inspired lighting to capture multi-generational gatherings and the process of preparing traditional meals. Developed alongside creative partners DDB Group Hong Kong and Cedar HK, the production features live-action sequences that move between observational portraits of relatives and close-up detail shots of cooking. The campaign prioritizes a cinematic feel, grounding the narrative in rustic kitchen and dining room settings.
Style
Horizontal, Cinematic, Warm, Golden Hour
Industries
Event
New Year's Eve, Chinese New Year
Background
Living Room
Context
TVC / TV Commercial
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