Sheraton’s Mooncake commercial highlights the expertise and dedication of their chefs in crafting the perfect mooncake. The cinematic approach emphasizes quality, tradition, and luxury, elevating the brand’s identity.
Campaign Overview | Sheraton Mooncake Commercial
Sheraton Mooncake commercial was launched to promote their new mooncake collection, showcasing the culinary expertise of Sheraton’s veteran chefs. The film highlights the intricate craftsmanship and dedication involved in creating the perfect mooncake. The commercial focuses on Sheraton’s Chef identity, emphasizing their tradition of luxury dining and excellence. It aims to elevate the product’s value by associating it with heritage, expertise, and culinary perfection.
Purpose
The main purpose of the commercial was to introduce Sheraton’s new mooncake collection and create awareness of the product. The commercial aimed to associate the mooncakes with the brand’s chef identity, showcasing the craftsmanship and attention to detail that goes into every product. By emphasizing Sheraton’s culinary legacy, the campaign positioned the mooncakes as a premium offering for customers looking for high-quality, authentic treats.
Concept
The concept of the Sheraton Mooncake commercial was to highlight the expertise of Sheraton’s chefs in creating the perfect mooncake. The commercial follows the journey of a veteran chef as he prepares the mooncakes, demonstrating the careful process, passion, and skill involved. The aim was to connect the product with tradition, quality, and the dedication of Sheraton’s kitchen team.
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Key Concept Elements:
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Chef Identity: Focusing on the veteran chef’s expertise and skill in crafting mooncakes, representing Sheraton’s culinary excellence.
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Authenticity and Tradition: The commercial emphasizes the traditional values behind the mooncake creation, bringing a sense of heritage to the product.
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Luxury and Craftsmanship: The visual elements and cinematography highlight the luxury and artistry behind each mooncake, enhancing its appeal to an upscale audience.
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Execution
The commercial was executed with precision, focusing on the quality of both the storytelling and the filmmaking process:
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Filming Process: The RICE team spent time with the Sheraton chefs, learning the secrets behind their culinary techniques and their passion for perfection.
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Location and Set Design: Multiple filming locations were used, including the Sheraton kitchens and a professional setting, to capture both the action and the culinary artistry.
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Cinematography: The filming was executed over a period of 3 weeks, utilizing dynamic shots to highlight the intricate baking process and the final product. The result was a cinematic and visually appealing video.
Result
The Sheraton Mooncake commercial was a success in terms of engagement and brand perception. It achieved its goal of positioning Sheraton’s mooncakes as a premium product tied to the brand’s chef legacy. The commercial also captured the attention of both existing customers and new audiences, enhancing Sheraton’s image as a luxury brand with culinary expertise.
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Key Outcomes:
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Increased Brand Visibility: The commercial helped Sheraton reach a broader audience by emphasizing quality and tradition in their product.
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Brand Trust: By showcasing the chef’s dedication, the commercial built trust and credibility with viewers, reinforcing Sheraton’s commitment to excellence.
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Award Recognition: The commercial was recognized as one of the most cinematic promotional films by Sheraton.
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