Projects
Lee Kum Kee: New Campaign Videos, Animation and Photography
Lee Kum Kee needs no introduction. The most popular authentic Chinese sauce brand in the global Chinese market, that distributes its famous sauces and condiments across 100 countries and regions worldwide. Curious Crab Productions has a long history of collaboration with Lee Kum Kee, and welcomed the opportunity to produce their latest campaign: Tastes Good Feels Good.
+ The Project
The objective of this campaign was ambitious: to promote healthy Chinese eating without losing the authenticity of Chinese cuisine. And to make Lee Kum Kee one of the first brands in Asian cooking that advocates healthy eating and lifestyle. Curious Crab was tasked with creating 8 delicious and innovative feel- good recipes using Lee Kum Kee sauces and condiments, 8 photos for PR and Social media, and 8 videos for social media
+ Curious Crab Approach
While Chef Jeremy Pang got to work on 8 nutritious and delicious dishes, we developed a fresh, positive visual style that would be utilised throughout the videos and photos. The emphasis was on creating a healthy, modern, feel- good factor. The photos featured pastel colours, natural textures, and soft lighting, that really championed the colour and vitality of the food. The visual style for the videos was colourful and playful. We used techniques such as stop motion and animation to keep the videos interesting and energetic, with various little animated characters helping to make the food. The result: 8 stand-out recipe videos and photos that are as eye catching as the delicious and vibrant dishes developed by Chef Jeremy Pang.
