Zhong He Feng Jing

Rice of the Heroes

Agency: Dentsu


In China, children are enjoying a wider variety of food like pizzas, hamburgers, pastas and more. Our client, Zhong He Feng Jing needed to find a way to make them love rice more.
Children look up to mythological heroes from ancient Chinese history like the legendary Monkey King to the fearless warrior Guan Yu. So we dug deeper into their stories and discovered that rice played an important role in their adventures and victories. We called upon these mythological heroes and created an epic storybook, filled with inspiring stories and mouthwatering dishes.
Our heroes and their stories with rice were brought to life with vibrant illustrations, combined with interactive elements for children to create popular rice dishes. By combining history and rice in a new way, children were hungry for more stories, served best with rice.

This professional campaign titled 'Rice of the Heroes' was published in China in July, 2019. It was created for the brand: Zhong He Feng Jing, by ad agency: Dentsu. This Integrated medium campaign is related to the Food industry and contains 2 media assets. It was submitted about 4 years ago.


Advertising Agency: Dentsu, Beijing, China
Chief Creative Officer: Kazuki Tsuburaku
Executive Creative Director: KC Aui
Creative Director: Hoshino Manabu
Copywriter: Andrew Shee, Catalina Wang, Meng Qian
Art Director: Loo Swee Mei, Eric Pang
Illustrator: Eric Pang
Strategic Planning Director: Kenjiro Sese
Film Production Company: DNA China
Film Director: Taiki Soma
Executive Producer: Taiki Soma, Chow Xin Yi


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