When Saatchi & Saatchi Shanghai was asked to create the Chinese New Year campaign for Liu Yue Xian soy sauce, the agency began its work with an engaging packaging idea.
Three stylists from different artistic fields were invited by Saatchi & Saatchi Shanghai to design fashionable aprons for Liu Yue Xian soy sauce. Through these aprons, Liu Yue Xian expresses its resonance with women, celebrates their unique personalities, and encourages them to show off their individuality, talents and techniques in the kitchen.
The aprons were designed to reflect three different characteristics. The “Planet Style” apron was created for ‘goddess women’. The “Plum Blossom Style” appeals to ‘iron women’ who identify with being independent and head-strong. And the “Princess Style” aprons are designed for mothers and daughters.
Freelance and independent publisher, Yan Tang, designed the “Planet Style” apron to convey the belief that “to move the one who you love with cooking is even more meaningful than to amaze a thousand strangers with beauty”. Goddess-like women are popular because of what they create.
Stylist, Haotian Wen, created the “Plum Blossom Style” apron for the woman who has a tough outer shell and a rich inner world of softer emotions, a woman with self-confidence who doesn’t feel the need to heed the opinion of others. “You can be an iron woman in ten thousand eyes, and be the most beautiful woman in a man’s heart.”
The “Princess Style” apron is designed by Yingji Ouyang, a writer, gourmet and comic creator from Hong Kong. This parent-child apron enables a mother to hold her daughter’s hand in the kitchen and explore the world of cooking together.
A digital campaign was also launched on Weibo and WeChat to enable people to design their own aprons, and discuss and challenge traditional stereotypes of Chinese women’s roles in the kitchen. To further publicise the campaign, apron-dressed models are being displayed in subway light boxes, a charity bazaar is being held and people will be able to unleash their creativity by participating in designing activities for new Liu Yue Xian aprons.
