Writing my world one word at a time.
Lee Kum Kee
This famed Chinese condiment brand was founded in the Guangdong province, China, in 1888. They were initially known for their oyster sauce and the brand celebrates Chinese cuisine, dating back 130 years. Today, the company is famed for all its other Chinese sauces and condiments, like soy sauce.
This social brand film campaign was our response to the #StopAsianHate protest, in March 2021, in the US.
Target Audience
All genders. All ethnicities. Aged: 24-34.
Ordinary people that like Asian flavors, enjoy ethnically diverse foods, and love Asian or South East Asian culture. Earns about $70-85k, are urban city dwellers, and small apartment renters. They either have roommates, have pets, or are family starters.
Key Message
Equally Human
Deliverables
2 Brand Films
I wrote a poem as a response to the #StopAsianHate protests that happened in the US, in March 2021. This was the inspiration for this campaign.
Divided Apart
There will always be people who think
That this world can't be shared
That others will never be in sync
And a division was unofficially delcared
They say they're open and friendly
That they celebrate our differences
Until their smiles become deadly
And slam their doors in our faces
It's ironic to hear them say
They condemn all forms of racism
But try to keep our voices at bay
And then practice a level of cynicism
With the cries from those that went
Thorugh the horrors of hate crime
My heart, with love, packed and sent
Graves shouldn't be filled before their time
It's appalling that these hashtags exist
As civilization has developed so much
But apparently, diversity is a high risk
It's something we shouldn't touch
We are taught that this is the world now
That this is how hate grows in our hearts
As we continue to wonder why and how
People stay torn and divided apart
Brand Film 1
The second film is based on another poem I wrote specifically for this project.
Community
There will be people who stubbornly believe
That people of color shouldn't exist at all
But should we pack our bags and leave
When this is our home and where we belong?
Diversity is something to celebrate
And not something to be frightened of
But they'll always be people that hate
How we apparently stole their jobs
"Love us like how you love our food,"
Was written on a flimsy piece of cardboard
You don't know how much that rung true
Think about all the "exotic" foods you go for
And everything else you crave
For stuff that isn't your own
Like movies, fashion, and plays
The heritage in our backbone
How much of the barrier is broken through
When our differences are embraced
Through our love of delicious food
All our heat is, for a moment, erased
Let's take away ideas of superiority
And pour in love and generosity
Let's open a channel of opportunity
And widen our arms to the community
Brand Film 2