Lee Kum Kee launches uncompromising global campaign

Some of the ads in this series for Hong Kong-based brand's oyster sauce and seasoned soy sauce use an equation—100 - 1 = 0—to indicate that the company tolerates no mistakes in any production procedures. The global campaign begins in Malaysia, Singapore, Taiwan and Australia, followed by Hong Kong and New Zealand in the second phase and then "all remaining markets" later this year, according to the agency.

Ad Nut is suddenly feeling very hungry.

 

 

 

 

CREDITS

Executive Creative Director: Esther Wong
Creative Director(s): Annie Loo
Senior Art Director(s): SoSo
Art Director(s): Donald Tse
Senior Copywriter(s): Peter So, Ronald Cheng
Photographer: Raymond Ng, Eric Wong
Digital Designer(s) / Artist(s): Aiden Lam, Bowie Ho
Planning Director: Terence Ling, Rochelle Wang
Account Director: Alex Hui
Account Executive(s) / Manager(s): Long Wong, Benson Wu
Other Credits: Fung Siu Wa
Social Media Creative: Season Chan