Two hundred 'prawns' invaded a Guangzhou shopping mall over the weekend as part of a campaign that started with them opening social media accounts on Sina and Tencent Weibo, as well as on BBS forums a month ago. They seeded an online leak to say they were all going to get together on 23 March, setting up suspense for this event.
Leo Burnett wanted to emphasise the product feature that every Four Seas prawn cracker is made from real prawns.
The agency's creative concept for the flash mob was based on the phrase "xia ni yi tiao" (吓你一跳)", meaning to "scare you and make you jump". The xia and tiao characters here are actually homonyms for the prawn cracker product called Xia Tiao (虾条) in Chinese.
The surprise with which Guangzhou shoppers reacted to the sudden appearance of the 200 prawn-suited figures suited the wordplay of the event's name perfectly.
Credits:
Project: Made Of Real Prawns
Client: Calbee Four Seas Group
Agency: Leo Burnett Hong Kong
Group Creative Director, Interactive: Kennedy Pang
Creative directors: Forrest Chan, Wen Louie
Management Supervisor: Margaret Chan
Brand Manager: Basil Cheung
Exposure: Outdoor, online
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