Small squeeze, big difference.
Blue dragon’s sweet chilli sauce had been long misunderstood as an ingredient for Asian cuisine rather than a condiment for your family’s favourite meals. The brand’s ambition was for the new squeezable bottle to claim its place at the dinner table alongside Heinz tomato ketchup and Hellman’s mayonnaise.
Working with The Manifest Group we brought to life new creative platform – ‘Small squeeze, Big difference’, with a series of shortform ads targeting the nation’s family weekday dinner table.
The 6”-15” spots, gifs and imagery show an every day family dinner being transformed with one small squeeze. Featuring a memorable earworm of a soundtrack, immersive footage and camera angles brought to life with award winning director, Jamie Maule-Ffinch at Rattling Stick
Credits
My role
Creative Direction, Art direction
Key Contributors
Manifest Agency / Managing Director: Rowena Vithlani, Senior Account Director: Danni Blakeslee, Senior Project Manager: Mariana Montes, Creative Director: Daisy Phillips, Strategy Director: Lee Benecke
Production / Poppy Ashton, Kelly Spacey @Rattling Stick
Director / Jamie Maule-Ffinch
Made @The Manifest Group