The client’s brief called for helping their students gain a deeper appreciation of the culinary skills required in French cuisine. The target were 21 to 40 year old Malaysians participating in courses at the institute and whose only prior knowledge of French cuisine was, at best, that ‘escargot’ translated to ’snail’. McCann Erickson Malaysia dramatized the intricate workings within a French kitchen by using a symbol best associated with French cuisine, the point was made that not just anyone could become a French chef. You have to earn the privilege of going through many levels, as compared to the easier promotion in the cooking of other cuisine.

Account manager: Clarence Koh
Executive Creative Director: Hwa/Szu-Hung Lee
Creative Director / Copywriter: Christie Herman
Creative Group Head / Art Director: Hans Lee