The Brief

Create an original campaign for Chinese ingredient brand and inventors of Oyster Sauce, Lee Kum Kee to celebrate Chinese New Year 2022. 

The muli-channel, multi-lingual campaign sits across a main key visual, POS, social content, a consumer game and competition, advertising. 

Our Approach 

A bold and illustrative key visual was created to capture the magic and celebration of Chinese New Year falling from a bottle of Lee Kum Kee Oyster Sauce. Capturing the 5 senses and weaving in the traditions of CNY in one complete visual which can then be applied across POS, advertising and all other marketing materials.

The key visual also features a playful tiger tail curled around the bottle to nod to the year of the Water Tiger in 2022. 

Working with chef and founder of School of Wok, Jeremy Pang and influencer Pippa Middlehurst (PippyEats) across a set of 8 recipe videos in a ‘Saturday Kitchen’ format to educate and inspire the Lee Kum Kee audiences across social and YouTube.


  • Campaign Concept
  • Key Visual & Tag Line
  • Graphic Design
  • Video Production
  • Animation
  • Social Media Content
  • Email Marketing
  • Consumer Competition