Flavors That Bind // Lee Kum Kee

How do you launch a 137-year-old brand for the very first time? You keep it simple. You go straight to the table, where every culture gathers, every story starts, and every Lunar New Year begins. For its first-ever global campaign, we helped Lee Kum Kee serve a message as rich as its sauces: that the real flavour in every dish is togetherness. The brand film, “Flavours That Bind,” stitched moments from kitchens across continents, turning one meal into many, and many into one.

The idea traveled far, just like the brand. From Times Square to Shanghai malls, London’s Outernet to Hong Kong Airport, it reached global tables through the brand’s largest media investment to date. No hard sell. No overcooked metaphors. Just a simple truth, plated beautifully: what binds us isn’t just what we eat, it’s who we eat it with. A global debut that proved sometimes, the quietest ingredient holds the most power.