Cannes Lions

MEDIA AGENCY

MINDSHARE MALAYSIA, Kuala Lumpur / MINDSHARE / 2005

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Overview

Entries

Credits

Overview

Execution

Insights into the Chinese history have inspired us to create a mooncake packaging that resembles an ancient Chinese manuscript book with a hidden mooncake. The book entitled “Leave No Medium Unfilled” has a one-page summary of the history (in Chinese and English) of the festival and the origin of mooncakes.

The concept gives an illusion of reliving the past where mooncakes were distributed with hidden message to overthrow the Mongols.

Outcome

1,000 copies of the Mindshare books were given to our clients, potential clients and leading industry partners. It generated a string of positive feedback and had uncountable request for more from our recipients. Key feedback was on the ingenuity of the idea, the intriguing mooncake story and the strong surprise elements.

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