Client
Kee Wah Bakery 奇華餅家 | 奇華月餅
Campaign
Kee Wah Bakery Mooncake 2026-2027 Branding Campaign
Campaign Platform
讓每種獨特，圓滿每一家
Brand Purpose
Reimagining Mid-Autumn Festival through emotional storytelling
Services
Brand Strategy
Integrated Branding Campaign
Creative Strategy
TV Commercial Production
Brand Storytelling
Key Visual Development
Film and TVC Script Writing
Integrated Brand Communications
奇華餅家 Kee Wah Bakery Mooncake 2026-2027 Branding Campaign
GAIA Communications partnered with Kee Wah Bakery to develop the 2026–2027 Mid-Autumn Festival Branding Campaign, reimagining mooncakes beyond tradition and bringing the romance of Mid-Autumn Festival back to every home.
Built around the campaign platform 「讓每種獨特，圓滿每一家」, the creative idea was inspired by Kee Wah’s diverse range of signature mooncakes. Just as every mooncake has its own unique flavour and character, every family is made up of wonderfully different individuals. Together, they create a complete family.
「一個家，住著來自不同星球的人。」
As we grow older, we naturally drift into different orbits. Yet whenever the full moon rises, there is always an invisible force that gently pulls us home again.
「或者我們終會走向不同的軌道，但總有一種引力，在月圓下，將我們拉回彼此身邊。」
Rather than creating another seasonal advertisement, GAIA developed a story rooted in genuine human emotion, transforming Kee Wah Mooncakes into more than a festive gift. They became a symbol of reunion, love and belonging, reminding us that Mid-Autumn Festival is not simply about celebrating a tradition, but about finding a reason to reconnect with the people we love.
From holistic brand strategy and campaign platform development to TV commercials, key visuals and integrated brand communications, GAIA created an emotionally driven branding campaign that brought warmth, romance and meaningful storytelling back to one of Hong Kong’s most cherished festivals.
SHORT FILM 2026
30s TVCM 2026
15s TVCM 2026
TEASER
