In Hong Kong every year the mooncake market is huge and competitive. Apart from traditional mooncake, there are icy mooncake, chocolate mooncake, ice cream mooncake, etc. They are well received in the market. However, all these advertising campaigns are over cooked and being pedestrian. To us, this is the opportunity. We think that the enjoyment of KeeWah traditional mooncake is unique and nothing compares. We simplify and purify the communication and go back to a very basic approach. We make use of the power of photography to create the drama of enjoyment. Huge outdoor billboards were put up all over the city. It created a huge awareness and a two-digit sales figure growth after the campaign. Now that is a real enjoyment.