In Hong Kong every year the mooncake market is huge and competitive. Apart from traditional mooncake, there are icy mooncake, chocolate mooncake, ice cream mooncake, etc. They are well received in the market. However, all these advertising campaigns are over cooked and being pedestrian. To us, this is the opportunity. We think that the enjoyment of KeeWah traditional mooncake is unique and nothing compares. We simplify and purify the communication and go back to a very basic approach. We make use of the power of photography to create the drama of enjoyment. Huge outdoor billboards were put up all over the city. It created a huge awareness and a two-digit sales figure growth after the campaign. Now that is a real enjoyment.

In Chinese society, Mid-Autumn festival is the season of love and warmth. It is the Chinese Thanks-giving. Since last century, mooncake became the symbol of reunion and family gathering. KeeWah has over 70 years of baking experience in Chinese pastry products. As one of the most respected Chinese Bakery in Hong Kong, KeeWah uses only the finest ingredients such as top graded yolks, pure peanut oil, premium lotus seeds, and etc. These ingredients make KeeWah's mooncake the most premium way to express your love to your friends and family during the festival. The campaign aimed at highlighting the emotional value of the brand. A series of TVC, print advertisements and outdoor posters were created to remind the consumers about the true value of the festival.

The owner of KeeWah Bakery Mr Kevin Wong is a food connoisseur. He and his family have great passion for food and cooking. It is reflected in their products and their everyday life as well. Lady Chu, the older sister of Mr Wong is the creator of KeeWah Lady Chu XO sauce. Originally, this recipe only served their family; Chu only used the best ingredients she can get for the sauce. It was overwhelmingly popular among family and friends. The demand of the sauce was soaring. Mr Wong thought that it would be a good idea to share it with the customers. To us, it's more than food, it's art. So, can we have an artistic ingredients photograph for the ad?