中秋節是香港糕餅市場每年最重要的行銷戰場。新進品牌以新潮口味和包裝創造話題，傳統餅家清一色溝通『團圓』。奇華月餅想在品牌傳播上拉開與競品的差異，提高奇華品牌的偏好度與心佔率。

我們發現，在碎片化快節奏社群時代，香港人在中秋節這天趕場聚會，聚在一起拍照打卡、交換奢華禮物等物質主義的視覺炫耀，忘了心意的真實連結。我們以一支具有亞洲華人深刻情感洞察的長秒數創意影片，於港澳、中國、台灣等地播放，再各自開啟因地制宜的行銷傳播計畫。創意表現以華人共通的、真實的情感洞察：爭吵行為的心理因素多是愛，演繹一對雙胞胎姐妹從小到大的爭吵拌嘴，其背後所隱含的各種複雜幽微的心情，加深了家人之間深刻的連結。

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The Mid-Autumn Festival is the pivotal marketing period for Hong Kong's pastry market. While new brands make waves with innovative flavors and packaging, traditional bakeries emphasize "reunion." Kee Wah Mooncakes seeks to stand out by enhancing brand preference and market share through emotional connection.

In today’s fast-paced, social media-driven world, Mid-Autumn celebrations often focus on superficial displays like photo ops and extravagant gifts, overshadowing genuine connections. We launch a creative film reflecting deep emotional insights into Asian culture across Hong Kong, Macau, China, and Taiwan. The creative expression focuses on universal, genuine emotional insights: the psychological factors behind arguments often stem from love. It portrays the evolving arguments between twin sisters from childhood, highlighting the complex, subtle emotions. The film explores the psychological nuances of familial arguments through the dynamic between twin sisters, emphasizing profound family connections.