Shan'shi – Asia For All

Creative idea

Shan’shi brings authentic Asian food to Austria, so we brought authentic Asian advertising along. Because true fans of Asian cuisine value authenticity above all. That applies not only to recipes – but also to how a brand communicates. That’s why Shan’shi took a bold, sound-driven approach to relaunch its brand, with a campaign that captured the spirit and sensory overload of real Asian pop culture. At the heart of the campaign was a custom track blending K-pop, Sailor Moon-style techno, and happy hardcore – an infectious earworm designed to firmly embed the brand name in consumers’ memory and ensure it stays top of mind long after the music stops.

Brand name: Shan'shi
Advertiser / client: Maresi Austria
Product / service: Food
Campaign name: Asia For All
Agency network: SERVICEPLAN
Agency: Wien Nord Serviceplan
Production company: Kaiserschnitt Film
Chief creative officer: Christian Hellinger
Creative director: Stefan Kopinits, Matthias Piskernik
Art director: Simon Heinig, Michael Kleinhans
Copywriter: Markus Klar, Anna Sramek
Designer: Esther Menke
Account director (agency): Sarah Picco
Strategic planner / strategist: Daniela Gullner
Film production: Kaiserschnitt Film
Director: André Maat
Director of photography: Jens Wirtzfeld
Music: Soundfeiler
Post production producer: Lukas Beck