Narrow Door is grateful to support Kee Wah Bakery with a collaboration with Broadway Cinematheque to present “Shapes of Love Film Festival” 《愛的模樣電影節》. Each romance film is paired with a signature Kee Wah pastry, seamlessly blended cinematic storytelling with the heritage taste of Kee Wah, inviting audiences to taste and reminisce about the different forms love takes.

Campaign Name

奇華嫁喜呈獻  愛的模樣電影節
Kee Wah Wedding Presents “Shapes of Love Film Festival”

Objectives

1. To bridge tradition with modern cultural experiences, positioning Kee Wah Bakery as a brand that celebrates all “shapes of love” and emotional connections

2. To increase brand relevance among younger consumers

Marketing Strategies – Cultural & Experiential Pairing

Blending classic romance films with heritage confectionery, we paired Kee Wah’s signature pastries with each film’s emotional tone and cultural context, transforming a movie screening into a multi-sensory experience:

《甜蜜蜜》(Comrades: Almost a Love Story) × Heart-Shaped Lotus Seed Paste Pastry (心形蛋黃蓮蓉酥): The iconic local romance film is matched with a classic Chinese pastry, reshaped into a heart to celebrate enduring affection and heritage.

《情留半天》(Before Sunrise)  × Walnut Cookies (合桃酥): Mirroring the film’s crisp dialogue and the warmth of a fleeting connection, it offers a comforting and timeless crunch.

《回到最愛的一天》(About Time) & 《情有獨鍾》(Serendipity) × Palmiers (蝴蝶酥): The delicate layers of the palmier represent the beautiful twists of fate, time travel and destiny that define these Western romance masterpieces.

《當男人戀愛時》(Man in Love) × Panda Cookies (熊貓曲奇): Reflecting the film’s rugged yet soft-hearted protagonist, these playful cookies capture the sweet innocence hidden beneath a tough exterior.

Scope of Work

• Key Visual
• POSM
• Digital
• Event
• Video (Trailer)