Mega Advertising Sdn Bhd
Sheng Tai International Sdn Bhd
Sheng Tai International Sdn Bhd
The Mid-Autumn Festival, also commonly known as The Mooncake Festival, takes place on the 15th day of the 8th month of the Chinese Lunar Calendar, which falls on 29 September 2023. During the festival, people and corporations would gift mooncakes to each other as a symbol of respect, gratitude, togetherness and wishes of good health. Ironically, Mooncakes themselves aren’t very healthy as they are generally high in calories, carbohydrates and fats, with very little fibre, protein and vitamins. This creates a paradox as while the act of giving mooncakes is filled with good intentions, the gift itself is filled with bad content.
The 2023 Mooncake Festival fell on World Heart Day which won’t happen for another 45 years. We took this chance to produce mooncakes that are good for you, especially for your heart. Made with 100% cocoa dark chocolate, wheat flour, peanut oil, walnuts, and sunflower, pumpkin & chia seeds. These mooncakes captured the meaning of giving from its very core. A message that was emphasised in the theme pressed into every piece; ?? heart (meaning filled with heart) and Made With Heart.
We drew inspiration from the Chinese seal and stamped the mooncake packaging with well wishes in red Chinese characters. Each stamp was individually pressed on and gave the packaging a personal touch that meant no two boxes were alike.
We decided to distribute these “Heart Mooncakes” to the elderly, who are generally at a higher risk of contracting heart problems. As the festival usually includes family reunions, we instead looked for old folks homes that accepted those with no living family.
Executive Creative Director: Alexis Fernandez, Leister Yam
Art Director: Leister Yam, Loo Kok Seng
Copywriter: Alexis Fernandez, Tomas Dourado
Designer: Kitty Wan, Loo Kok Seng, Lee Swee Fang, Tan Sze Ching, Tham Shin Shin
Client Service: Nicole Leong
Production Manager: Kitty Wan
Multimedia Designer: Ho Jia Cheng
Production House: Filming Art Cinematography
Director: Yiewin Kang
