The client's brief called for helping their students gain a deeper appreciation of the culinary skills required in French cuisine. The target were 21 to 40 year old Malaysians participating in courses at the institute and whose only prior knowledge of French cuisine was, at best, that 'escargot' translated to 'snail'. McCann Erickson Malaysia dramatised the intricate workings within a French kitchen by using a symbol best associated with French cuisine, the point was made that not just anyone could become a French chef. You have to earn the privilege of going through many levels, as compared to the easier promotion in the cooking of other cuisine.
This professional campaign titled 'Snail' was published in Malaysia in November, 2009. It was created for the brand: HTC Communications, by ad agency: McCann. This Print medium campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted about 13 years ago.
Advertising Agency: McCann Erickson Malaysia
Account manager: Clarence Koh
Executive Creative Director: Hwa/Szu-Hung Lee
Creative Director / Copywriter: Christie Herman
Creative Group Head / Art Director: Hans Lee