Jiang Nan, GIGIL continue 'Gallery of mess' campaign with soup flavours

Jiang Nan Hotpot is back with a deliciously chaotic follow-up to its “Gallery of mess” campaign, turning the inevitable spills and splashes of hot pot dining into a celebration of flavour and creativity.

The campaign’s first instalment focused on the brand’s sauces, which proved so popular that both the agency and client were inspired to extend the concept to Jiang Nan’s signature soups. The new series, dubbed “Gallery of even more mess,” showcases the five key soup flavours: Red Chili, Mushroom, Mild Spicy, Tomato, and Original Soup.

“Jiang Nan’s soups are so good, keeping things neat is impossible, even the patterns end up messy. That’s the idea behind their latest campaign, a continuation of their first series, Gallery of mess,” said the team behind the campaign.

Don't miss: Jiang Nan, GIGIL turn hotpot chaos into art via 'Gallery of mess'

The project is a major collaboration with Eugene Cheong, former regional chief creative officer of Ogilvy APAC and DDB Asia, who brought his award-winning perspective to the messy yet visually striking execution.

“In food advertising, the most overused demo is, surely, showing people having an orgasm while stuffing their faces,” Cheong said. “The team showed me an idea for Jiang Nan that’s more tangential: a sauce so irresistible, you can’t help but slop it all over your clothes. 'What if the Lacoste crocodile logo came to life and attacked the spilled sauce on your polo?' I asked. And the campaign developed on its own thereafter.”

GIGIL Manila and Katok led the creative execution, with chief creative officers Badong Abesamis and Herbert Hernandez overseeing the project. Art direction and copywriting were handled by Jasper Cajilig, Natasha Calaquian, and Ralph Ramos. It was captured by photographers Nes Matias and Bea Mercado.

The campaign embraces the unavoidable mess of hot pot dining as a form of proof: if it’s messy, it’s irresistible. What may appear chaotic on the surface is reframed as art, demonstrating the joy and indulgence of a meal at Jiang Nan Hotpot.

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