Shinho Taste Every Year, the brand campaign created for Shinho by Saatchi & Saatchi Beijing, was launched to coincide with Chinese New Year. Perpetuating the Shinho brand concept of Making Happiness Simple, the TVC and prints create for consumers a Year with Shinho Taste – full of memories and happiness.

The campaign continues for the duration of Chinese New Year, which traditionally ends at the end of Zheng Yue (the first month of the lunar year). Representing traditional techniques and modern technologies of the brand, the commercial and prints use traditional New Year paintings together with contemporary design elements, to show typical Spring Festival scenarios and folk customs evoking imagery of the taste of happiness, and depicting a New Year that is better because of Shinho.

The story revolves around a young mother’s Spring Festival memories, unfolding those memories from the time she was a little girl, to the present day as a mother, with Shinho Taste being a special addition this year. The campaign is filled with the joy of the festival, and imparts the message that Shinho not only makes condiments, but also brings a happy year with Shinho Taste.

Tianit Ng, ECD of Saatchi & Saatchi Beijing, commented: “It’s really rare these days for advertisers to look for similar values and ethos in their agency partners. If only more would realize that it is such like-mindedness that would actually breed great work. I consider myself extremely fortunate and honoured in particular to have found a kindred spirit in Shinho. In a category best known for playing it safe and wholesome, Shinho will often opt to be steadfastly single-minded. The Chinese New Year campaign was a classic example of its self belief in a time and place where everything especially the cliches will be thrown in by its competitors “