Royale Kitchen & Bar
Net Zero Pho
The ask:
Increase awareness and consideration of Royale Kitchen & Bar's to potential customers.
The solution:
Emphasize the story and history behind the bowl of pho through emotional storytelling and the owner's memories of her mother.
Art Direction: An Dinh & Stillen Thanh
Copywriting: An Dinh & Stillen Thanh
While pho may not be the profit driver, it is a sign of love and respect the owner holds for her mother.
The ads aim to educate the public that Phở was historically designed to restore the strength of tired, working-class people. It is not meant to be a cheap, hollow meal—it is meant to be deeply nourishing fuel.
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