Patisserie La Lune Mid-Autumn Festival Campaign
a taste of the moon
- creative campaign
- social media positioning
- social media creative
challenge
Patisserie La Lune is a beloved mooncake brand based in Hong Kong. Aside from the unique flavor that leaves deep impressions on consumers, the brand came to us for assistance in promoting the brand's values during the peak promotional season right before Mid-Autumn Festival. How do we seize the attention of their audience and create a more distinctive brand image?
solution
During the three-month pre-order period before Mid-Autumn Festival, we developed the brand's social platform positioning based on the brand's positioning statement of "traditional flavors, surprising taste", discovered after completing the Founder Workshop. In accordance to the baking process, we created four series of social media content that would be rolled out over time, introducing the audience to the brand's perspective through artist illustrations, digital compositions, and witty copywriting.
result
In contrast to previous product-oriented posts by the brand, these four sets of creative content were visually innovative and paired with refreshing copy. In addition to the better performance in comparison with the brand's other "non-product" posts, engagement rates increased, and spotlighted on other popular case-sharing media.
To the Moon and Back
"Everything may change with time, but there can be no substitute for unity.” In these turbulent times in Hong Kong, family reunions have become an even more precious sight.
We wanted to help capture the spirit of the brand, so we invited Dofa & Dyin Lin, well-known illustration duo, to collaborate with us on this Mid-Autumn Festival campaign.
Simple yet layered brush strokes paired with dream-like composition and insightful messages show that no matter the changes endured over the years, we are brought together by love, to the moon and back.
Hope for the Future
"How are you?" From surprise to anger, from anger to disappointment, from disappointment to departure, the people of Hong Kong have been rapidly pulling apart from one another in the midst of an out-of-control pandemic and politically tense environment.
No matter how the land has changed, no matter your status, no matter where you are in the world, the people of Hong Kong will hold their heads up high and carry the same desire for peace in the midst of turbulence.
We partnered again with Dofa & Dyin Lin, to show snippets of the average person's daily life, and how hope shines through in the quiet moments.
Union, in Various Forms
Unlike the previous two posts, we wanted to create a relatively lively and humorous atmosphere as the Mid-Autumn Festival drew near, letting the audience look at the concept of union from a different perspective.
After various changes, many people may feel frustrated and alone in the face of life, work, and society. We used all kinds of unexpected characters or objects that can "unite together" to present the fun of unions in a humourous way.
Thank You Delivery Drivers!
“Are delivery drivers really that busy?”
Hong Kong mooncake brand Patisserie La Lune wanted to thank the delivery drivers who worked tirelessly delivering products, even in the midst of a global pandemic.
We partnered with Norwegian illustrator Ole-Magnus Saxegard, using simple line illustrations to share a light-hearted story of the obstacles faced in the delivery process.
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