Ling Ling
Pass
It
Down
Graphic Design
Art Direction
Motion Design
Campaign Strategy
Social Strategy
challenge
After holding a significant share of the Asian
frozen food market for decades, Ling Ling was
confronted by a sudden influx of competition for
coveted shelf space. The Japanese-owned company
was confident in the quality and authenticity of their
products, and challenged us to highlight that
advantage.
Approach
We proposed “Pass it down” as a campaign that
could speak to Ling Ling’s authentic Asian heritage in an
inspirational way while also serving as a conversational
call to action around the dinner table.
PASS IT DOWN
CAMPAIGN LOCKUP
Utilizing the brands’ ink drawn “L” from their wordmark as the downward arrow in the lockup created a sense of motion and direction and allowed us to use this as a brand element in the designs. With the authenticity of their ancient dishes at the forefront of the campaign, we took inspiration from traditional Japanese ink paintings and used that as texture within the tagline and headlines.
Ling Ling Team
AGENCY → Envoy
exec. CREATIVE DIRECTOR → Ty Lifeset
CREATIVE DIRECTOR → matt garthoff
Design Director → Jacob Irwin
DESIGNER → Chris Kalafatis
Photographer → Chris Ozer
