CAMPAIGN FOUNDATION · 03
Pak Fook Tofu
A distinctive product world developed at TVC level and adapted into a consistent campaign device.
01
THE COMMUNICATION CHALLENGE
Category Problem
The soy milk range needed a more recognisable story in a category crowded by established local and overseas competitors.
- → Low visual differentiation
- → Familiar product benefits
- → A campaign idea needed enough range for online and offline use
02
THE CREATIVE RESPONSE
Campaign Device
A miniature world made the product range tangible and gave individual executions a shared visual and narrative rule.
- → Product attributes translated into scenes
- → A recognisable device rather than a one-off visual
- → Room for storytelling across formats
03
ROLE + EXECUTION
My Contribution
I contributed to TVC-level concept and story development, then helped carry the central idea into campaign expressions.
- → Concept development within the agency team
- → Narrative and scene development
- → Campaign key visual thinking
- → Online and offline adaptation
04
MARKETING VALUE
What Transfers
The work demonstrates how a clear organising idea can improve consistency and memorability across multiple executions.
- → Narrative thinking
- → Scalable campaign logic
- → Cross-format adaptation
- → A distinctive product story across online and offline formats