LIFE’s A MIXTURE, WE TASTE IT ALL
/香麻辛辣 陪你百感交集
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‘Fragrant, numbing, hot and spicy’
BackgroundTamjai SamGor Mixian, also known as "SamGor," is a fast-casual restaurant chain in Hong Kong that specializes in mixian, a type of rice noodle. The noodles are fully customizable with a variety of soup bases, spice levels, and toppings to choose from. Hong Kongers are well-accustomed to the mantra "香麻辛辣" or "hon-ma-san-la," which translates to "fragrant, numbing, hot, and spicy" and perfectly describes the flavours of SamGor's mixian.
Brief
This year, SamGor aims to strengthen its core message of 'Fragrant, numbing, hot and spicy' and enhance the emotional connection between the brand and the daily lives of Hong Kongers to align with Hong Kong's social sentiment, especially during the hard times of the Covid-19 pandemic.
Insight
In these challenging times of the COVID-19 pandemic, Hong Kongers have faced unprecedented obstacles that have impacted every aspect of our lives. With quarantine orders, social distancing, face mask mandates, and harsh elimination strategies, it has been difficult to maintain a sense of connection with our loved ones.
Idea - Life's a Mixture, We Taste it all.
Amidst all these uncertainties, one Hong Kong-styled mixian noodle restaurant has been a beacon of hope, standing strong and supporting us through the ups and downs. SamGor is more than just a place to grab a meal – it's a community, a home away from home, a reminder that we're all in this together. Life's a Mixture, We Taste it all.
Brief
This year, SamGor aims to strengthen its core message of 'Fragrant, numbing, hot and spicy' and enhance the emotional connection between the brand and the daily lives of Hong Kongers to align with Hong Kong's social sentiment, especially during the hard times of the Covid-19 pandemic.
Insight
In these challenging times of the COVID-19 pandemic, Hong Kongers have faced unprecedented obstacles that have impacted every aspect of our lives. With quarantine orders, social distancing, face mask mandates, and harsh elimination strategies, it has been difficult to maintain a sense of connection with our loved ones.
Idea - Life's a Mixture, We Taste it all.
Amidst all these uncertainties, one Hong Kong-styled mixian noodle restaurant has been a beacon of hope, standing strong and supporting us through the ups and downs. SamGor is more than just a place to grab a meal – it's a community, a home away from home, a reminder that we're all in this together. Life's a Mixture, We Taste it all.
Campaign Video ︎︎︎
︎ Full version on Youtube︎ ︎
︎︎︎To implement empathy on Social Media︎︎︎
Delayed Wedding Ceremony
Due to the implementation of new social-distancing measures, couples were limited to only two witnesses, a registrar, and a civil celebrant at their ceremony. Unfortunately, this means that they were unable to share their special day with their families and friends.
Due to the implementation of new social-distancing measures, couples were limited to only two witnesses, a registrar, and a civil celebrant at their ceremony. Unfortunately, this means that they were unable to share their special day with their families and friends.
Long-Distance Families/Friends
During the pandemic, public gatherings were restricted to only two people at a time, and the 'vaccine pass' scheme was expanded to cover many social facilities. it has been difficult for people to reunite with their loved ones who are far away.
During the pandemic, public gatherings were restricted to only two people at a time, and the 'vaccine pass' scheme was expanded to cover many social facilities. it has been difficult for people to reunite with their loved ones who are far away.
Virtual School Life
The pandemic caused disruptions in routines and social isolation for most college students, who were unable to enjoy their school life with friends and teachers.
The pandemic caused disruptions in routines and social isolation for most college students, who were unable to enjoy their school life with friends and teachers.
Behind the scene︎︎︎
CLIENT . TAMJAI SAMGOR MIXIAN
CREATIVE . MC SZETO, KATE LI , KAI YIU, MOMENT
ART DIRECTION . KATE LI , KAI YIU
MEDIA . VIDEO, PRINT, SOCIAL
Award ︎
Marketing Excellence Award 2022
GOLD – Excellence in Public Relations
SILVER – Excellence in Branded Content
Kam Fan Awards
Bronze - Design & craft - Best Chinese Slogan