At the heart of every loved product lies a story, and The Lab's promotional campaign for Bakes’s 2023 Mooncake not only tells a story but elevates the unnoticed heroes of this tale. Suitably named "Harvest Bloom," the campaign is a touching reminder of the roots of the beloved mooncake, shining a light on the farmers and bakers who are the true artisans behind every bite.
The genius of this campaign is how it lifts the simplicity of the mooncake's origin to an artistic level. Drawing inspiration from Grant Wood’s iconic “American Gothic” painting and socialist agricultural propaganda, the campaign’s concept photography presents the mooncake's creators in heroic light, giving them the honor they so rightly deserve. This choice of artistic representation offers a new and appreciative perspective to view the mooncake, and the generative AI aids in refining concept art that accurately depicts the envisioned message, brilliantly captured by "The Boy You Lost."
Also, incorporating the ‘unboxing’ trend into the campaign cleverly recognizes modern trends. The Lab Saigon has blended visual appeal with cultural relevance, infusing the spirit of the current times into every detail of the campaign. The focus on the 'unboxing experience' acknowledges the preferences of today’s consumer, connecting tradition with modern allure.
In essence, the Harvest Bloom Bakes' promotional campaign is a sophisticated tapestry of classical inspirations, modern trends, and innovative technologies.
The Lab Saigon, with this campaign, has not just advertised a product; they have breathed life into stories and celebrated the unseen faces behind our beloved mooncakes.
Project credits:
Creative Director: Tuan Le | Graphic Design: Tuan Ha, Nghi Tran, Huong Ngo | Graphic Support: Trang Dinh, Thinh Tran, Tra Giang | Spatial Design: Hung Le, Tuan Tran | Spatial Support: Tess Ngo | Strategic Partnership: Anh Nguyen, Phuong Thao Nguyen, Phuong Anh Nguyen | Marketing: Khac Nhu Nguyen, Ngoc Anh Nguyen, Tra Mi, Luong Bang | Creative Strategist: Eve Tran | Procurement: Hai Nguyen, Tam Chau, Hai Uyen Huynh | Producer: Kai Le | Construction: Tbd Construction | Documentation: Thuy Truc, Loc Huynh, Chuong Pham, Trinh Nguyen | Business Support: Bryan Doan, Lab HR | Video & Photo Production: Khoqua studio | Creative Director/Writer: Tuan Le | Talent: Anthony Hoang, Axelle | Art director: Trinh Nguyen, Thuy Truc | Photographer: Dao Nhat Tan (Lifestyle), Loc Huynh (Product) | Director: Nguyen Hai Nguyen | Director of Photography: Thinh Pham | 1st AC: La Nguyen Hoang Viet | Stylist: Thao Uyen | Equipment: MH Production | Music Scoring: Astronormous | Operations: Laure Chevallier, Minh Nguyet Tran, Vic Huynh | Kitchen: Brian Gartner, Thi Thu, Linh Nguyen | R&D: Lai Pham, Khanh An, Thang Pham | Store Managers: Quynh Nguyen, Thu Nguyen, Khoi Pham, Tri Tran, Chau Tran and team Bakes | Sales & Relations: Ha Anh Thu, Eliza Hoang, Linh Tran | Customer Services: Ngoc Giau, Team Bakes.
