Narrow Door has partnered with Kee Wah Bakery to curate their brand campaign, “Blessing All Kinds of Love” 愛的模樣 不需一模一樣. Through this campaign, the brand evolves from a traditional wedding pastry expert to a modern voice celebrating devotion in all of love’s diversity and possibilities.

The Idea

Each relationship is unique, yet love bridges differences in background, culture and experience. As wedding styles and relationship values evolve, the campaign upholds Kee Wah’s heritage of celebrating weddings while calibrating it to the latest conversations, ensuring the brand’s continued relevance to new generations of consumers.

Target Customers

Couples at all relationship stages, with a renewed focus on younger audiences and Gen Z, who seek cohesive, memorable, and personal celebrations.

Creative Execution – TVC

The campaign launches with a video series featuring five couples as brand ambassadors, each embodying a different face of modern love:

• I 人情侶 (Introverts)，簡單婚禮，不想追求隆重，只想追求自在
• 異地戀3年，步入教堂，慶祝愛跨越語言、距離、時間
• 姐弟戀，年齡差11年，在不同的階段相遇，走到同一步
• 13年愛情長跑，由同學變成情侶，約定相伴餘生
• 相遇第3日結婚，婚後發現，彼此更多優點

A thematic video weaves their stories together, capturing the joy of sharing life with a soulmate and the courage of commitment across differing personalities, backgrounds and experiences. Each couple’s story is paired with a different Kee Wah product, highlighting the variety of pastries and bridal cakes available for celebrations. Strategically, this reinforces the brand’s undiminished relevance in a market increasingly embracing new values.

Creative Execution – Key Visual

The creative idea extends to portrait-style key visuals capturing a characteristic moment in each couple’s relationship, with a Kee Wah product integrated seamlessly into every frame.

Activation on Threads

We inserted the brand into real people’s conversations on Threads and identified five impressive love stories, each reflecting a different kind of love. We left tailored comments blessing their relationships and surprised them with a Kee Wah pastry specially chosen to match their unique love story.

Scope of Work

• TVC / Video
• KV / OOH
• POSM
• Digital / Social
• KOL Marketing
• Activation