Les Amis Group 30th Anniversary Campaign
Campaign Identity & Conceptualisation, Brand System
2024
30 Years of Food & Friends
It’s not everyday that a homegrown F&B group turns a grand 30 — to celebrate this important milestone in the history of Les Amis group, this promo campaign aimed to give back to our diners for their support and friendship.
My Role
As the creative lead, I conceptualised and executed the campaign lockup, identity and visual system within the given time frame. which resulted to its use and adaptation by the entire Creative and Marketing Team. On top of this, I led and mentored the team in the successful execution and launch of the campaign.
Overarching Campaign Idea
Les Amis translates to 'The Friends” in French, which aptly illustrated the founding of our group that was driven by people with a shared passion for food.
The concept behind the campaign "30 Years of Food and Friends" celebrates the enduring bond that good food creates among friends over three decades. This campaign aims to highlight the memories, and connections formed through shared meals served at all LAG dining concepts, past and present.
Creative Process & Development
Development of Campaign Lockup
Further refinement of Campaign Lockup, and in the process developing a brand system that includes a full suite of Lockup variations for multiple usage & adaptations on various print and digital platforms.
The result was an effective Campaign Visual System with a clear messaging, working in tandem with the current group branding.
Campaign Adaptations
As the group consists of 20 over dining concepts that each have their own unique brand and personality, the campaign brand system was built in a way that helped to tie them all together as part of one singular campaign, without overshadowing the respective brand identities of the participating dining concepts.
Flexibility was key when the campaign system was rolled out across all group- and concept-level marketing efforts, including in-store touchpoints and social media.
Resources and assets developed were effectively cross-shared between creatives, and later with the marketing team to support their various promotional efforts. As a result, the team was able to roll out the 30th Anniversary campaign successfully within the stipulated timeline.
