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Branding Campaign

Since 1938, Lim Chee Guan has been the undisputed leader in “Bak Kwa” – traditional barbecued pork slices. While Lim Chee Guan had no lack of customers, it was crucial to remind consumers of its top brand standing. Through a well-illustrated advertisement showcasing the iconic long queue of customers throughout different eras, Lucidity was able to reflect the brand’s identity and sustained demand over the years in a literal yet artful expression.