Lee Kum Kee
Flavours That Bind
Jan 2025
Lee Kum Kee’s campaign 'Flavours That Bind' centers on the intersection of culinary tradition and generational connection during Chinese New Year. The narrative captures the domestic ritual of cooking, moving through rustic kitchens to banquet tables where family members convene. Produced by The Sweetshop, the film uses warm, golden hour lighting and cinematic live-action techniques to emphasize the environment. The visual language shifts between detailed close-ups of food preparation and observational shots of multi-generational interaction, highlighting the role of shared meals in the CPG and packaged food sector.
Horizontal, Cinematic, Warm, Golden Hour
CPG / Packaged Food
New Year's Eve, Chinese New Year
Living Room
TVC / TV Commercial
