When Ruen Busaba approached us, it wasn’t just about food and creating experiences. The Culinary Passport Campaign needed to capture the excitement of discovery and the loyalty of diners who love to explore.
We anchored the campaign on simplicity and curiosity. The concept of trying eight unique dishes over eight visits and collecting stamps along the way was crafted to make the experience engaging and rewarding. The ultimate prize—a trip for two to Thailand—added an element of aspiration that elevated the campaign.
The promotional materials mirrored this vibrancy: bold visuals, immersive videos, and a passport design that embodied adventure—every detail tied back to the promise of culinary exploration.
The campaign worked because it connected food with emotion, turning dining into a journey that diners were eager to embark on.
