2020 Winner

CASE SUMMARY

Fortune favours the hungry – or so the Egg Farmers of Canada had many believe in its Chinese New Year campaign that made art out of eggs. The goal was to get Chinese Canadians to eat more eggs during the season. So it hooked up with Masterchef Canada winner Eric Chong to create recipes with names like “A Plate of Golden Jade” and “Fortune Fried Rice,” strengthening the idea that eggs add auspiciousness to New Year meals. In print ads, the egg recipes formed the Chinese character ? or “fu” – meaning “good fortune” – which is commonly seen in homes during CNY.

Credits

Terrence Ho - Business Lead
Elsa Lai - Creative Lead
Fernando Aloise - Strategy Lead
Feraz Rahman - Multicultural Strategist
Tom Ng - Assoc Creative Director