Saatchi & Saatchi Greater China puts a fresh angle on Sands Resorts Macao dining

How do you demonstrate a chef’s world-class status? This was the challenge Saatchi & Saatchi took on in creating its most recent campaign for Sands Resorts Macao. The island is known for its abundant dining options, so in order to make the Sands Resorts Macao’s 12 restaurants stand out from the rest, the Saatchi team created a campaign, mixing a little history, kungfu, comedy, and cooking show vigour to distinguish the Sands Resorts Macao’ award-wining chefs from the myriad of other options in the city.

The campaign officially launched on February 19th 2019 with a micro-movie of the journey featuring the 12 Sands Resorts Macao chefs on a quest to train and attain Golden Chef status.12 separate short clips  documenting each chef’s culinary specialty will subsequently be released in the weeks following. These video vignettes highlight how each kungfu move was uniquely designed to match the cooking expertise and signature dish of each respective chef.  The chefs themselves took their roles very seriously. While they are all world-class masters in the kitchen, each had to learn and adapt to their new roles behind the camera, which they did with great enthusiasm.

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This shoot was unique in that both the director and DoP are young, Chinese born and trained individuals, demonstrating the exciting new wave of Chinese film talents that are building the local and regional film industry of tomorrow. Mr Seven, only in his early thirties, has already racked up an impressive array of high profile clients including Coco-Cola, Didi, and Jingdong.  It was a great experience for the whole team to work with these enthusiastic talents. The campaign also included out-door banners and posters.

Ng Fan, Chief Creative Officer of Saatchi & Saatchi Greater China shared, “Putting together this campaign was a particularly memorable team effort. We needed to find a way to make the chefs stand out; we did this by creating a historically relevant yet also slightly entertaining campaign that resonates with our audience and hopefully puts a few smiles on peoples’ faces along the way. The team and I couldn’t be more pleased with the final version.”

Credits –

Post-production and music: Prodigoius Film Valley

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