‘Wonderland’ was a Chinese New Year campaign for Lee Kum Kee, created to celebrate the joy of food, family, and tradition during one of the most important cultural moments of the year. The campaign centred around a TVC that brought a sense of magic and festivity to the brand’s role in shared celebrations.

Blending rich, cinematic visuals with imaginative storytelling, the film transported viewers into a vibrant, dreamlike world inspired by Chinese New Year symbolism and rituals. Food was placed at the heart of the narrative, showcasing Lee Kum Kee’s products as an integral part of bringing people together.

The result was a warm, visually striking campaign that elevated brand presence during a key seasonal moment, connecting with audiences through emotion, culture, and celebration.