Saatchi & Saatchi Styles New Campaign for Liu Yue Xian Soy Sauce

Three apron designs celebrate women's unique personalities in Saatchi & Saatchi Shanghai's campaign marking Chinese New Year.

Shanghai - Three stylists from different artistic fields were invited by Saatchi & Saatchi Shanghai to design fashionable aprons for Liu Yue Xian soy sauce. The Chinese New Year campaign highlights that women can continue to express their individual beauty and femininity while participating in the culinary activity that occurs during this festive season.

Through these beautiful aprons, Liu Yue Xian expresses its resonance with women, celebrates their unique personalities, and encourages them to show off their individuality, talents and techniques in the kitchen.

The aprons were designed to reflect three different characteristics. The “Planet Style” apron was created for ‘goddess women’; the “Plum Blossom Style” appeals to ‘iron women’ who identify with being independent and head-strong; and the “Princess Style” aprons are designed for mothers and daughters.

Freelance and independent publisher, Yan Tang, designed the “Planet Style” apron to convey the belief that “to move the one who you love with cooking is even more meaningful than to amaze a thousand strangers with beauty”. Just like a planet, goddess-like women are surrounded by so many people because of their attractive fascination.

Haotian Wen, a stylist, has created the “Plum Blossom Style” apron for the woman who presents a tough exterior but nurtures a highly reflective internal world filled with profound thoughts and exquisite emotions. “You can be an iron woman in ten thousand eyes, and be the most beautiful woman in a man’s heart.” That is to say, a woman with self-confidence need not heed the opinion of others, but chooses to bloom in charm for the man she loves.

The “Princess Style” apron is designed by Yingji Ouyang, a writer, gourmet and comic creator from Hong Kong. This parent-child apron enables a mother to hold her daughter’s hand in the kitchen and explore the world of cooking together.

A digital campaign has been launched on Weibo and WeChat to enable people to design their own aprons, and discuss and challenge traditional stereotypes of Chinese women’s roles in the kitchen. To further publicise the campaign, apron-dressed models are displayed in subway light boxes, a charity bazaar is being held and people will be able to unleash their creativity by participating in designing activities for Liu Yue Xian new style aprons.




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