My last and biggest pitch-won that I tirelessly worked on before I migrated to the US. I'm still awed having to witness how the one and only Chairmom Merlee Jayme, orchestrated the whole campaign from ideation to pitch presentation, alongside our creative hall of famer ECD, Biboy Royong, to win the largest Chinese Fast Food account in the Philippines. We had a lot of great ideas that won the pitch and I'm thrilled to see this one come to life.
Chowking improved the recipe of its #1 bestseller. The new taste profile was infused with a distinct smoky flavor achievable only through meticulous wok-cooking. To pique the interest of Filipinos and make them talk about our wok, the brand set up an attention-grabbing flaming Wok billboard and get the internet to cook up memes with Chowking’s wok.
Role: Associate Creative Director / Art Director