‘South Memory’ is a Chinese chain restaurant brand which founded in 2002, specializing in premium spicy Hunan Cuisine. The brand now has over 60 branches all over China. Having bold and innovative spirit, The Nine, the creative agency founded by Jody Xiong, was appointed to be the exclusive brand design agency for South Memory since 2016. Festival season is coming, South Memory wants to launch a series of Posters to celebrate Christmas, New Year and the coming of the Year of Chicken, meanwhile, to improve the recognition of Chili Pepper Man, the Brand’s Mascot.
Since the Hunan Cuisine is specialized in spicy flavor, The Nine created the slogan of the campaign as ‘2017, let’s go spicy and fun.’ To bring the relaxing humorous to the poster, The Nine made motion graphic posters, combining the personified ingredients such as fish, king frog, mushroom and eggs, with the mascot, Chili Pepper Man. All characters were put into a relaxing yet festive scene, to create a holiday atmosphere. One of the poster was inspired by the coincidence that Christmas and New Year shares the same syllable in the end, and the syllable pronounces just the same as ‘Egg’. In one of the GIF posters, a chicken, implying ‘the Year of Chicken’, lays two eggs, implying ‘Christmas’ and ‘New Year’.
The posters are used in social media communication, and they are also made into videos that played on screens in the restaurants. Thus Jody and his team helped South Memory improved the awareness of the mascot in China and attracted people to have reservation for holiday feasts in South Memory.