The aim of this campaign was to get working people to consume Brand’s Essence of Chicken regularly so that they are always sharp and alert at work.

We took Chinese characters that were work-related words like “business”, “strategy” etc – and we made them look like a maze with no way out. We did this without taking away the instant recognisability of the words as words.

The sales of Brand’s Essence of Chicken went up by 2% during the period we advertised.