Narrow Door collaborated with DBS to launch their customer engagement and marketing concept — DBS Culinary Delights (星展饗樂隨行), an in-house-developed marketing intellectual property (IP) that reflected the bank’s commitment to providing high-net-worth clients with elevated experiences beyond banking. DBS Culinary Delights allowed the bank to own the culinary theme and connect meaningfully with customers, in line with the global trend of eating well and eating differently.

Launch with a Culinary Star

Acclaimed Chef Edward Lee, a standout contestant on Culinary Class War (黑白大廚), debuted the DBS Culinary Delights initiative, showcasing the city’s best culinary experiences. Known for his innovative fusion of Asian and Western cuisines, Chef Lee has received numerous accolades from prestigious culinary organizations.

An Exclusive Inaugural Event

In partnership with DBS and Tatler, Chef Lee visited Hong Kong in March for the inaugural signature event under the DBS Culinary Delights concept — ARTable, which artfully blended culinary excellence with artistic inspirations, offering exclusive dining experiences for the Bank’s esteemed clientele.

Comprehensive Campaign Creation

Our work included designing the branding identity for the IP and creating a thematic video to enhance audience engagement. We also helped plan the promotions through online platforms, social media, print, and out-of-home channels, plus activation ideas for the ARTable event, which featured KOLs and socialites.

Authentic Storytelling

In the video, we portrayed Edward Lee not only as a world-renowned chef but also as a storyteller, reflecting his background as a magna cum laude graduate in Literature from NYU and the author of three books. The script was developed to capture his true character and innovative spirit, aligning seamlessly with DBS, based on intensive research by our creative team.

The entire production was completed in under six hours, covering everything from shooting the branding videos to key visuals, and all campaign social assets. This presented a significant challenge for the team regarding location selection and set design, requiring seamless collaboration among the photographer, cinematographer, and our agency.