Blue Dragon (AB World Foods): Keep Exploring by Recipe

Agency: Recipe
Date: Jan 2018
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Recipe has created its first above the line campaign for AB World Foods brand, Blue Dragon, since winning the account. Under the new creative platform, ‘Keep Exploring’, developed by the agency last year, the campaign takes us on a culinary adventure through modern Asia.

Guided every step of the way by the Blue Dragon brand, it explores the sights, sounds, smells and, most importantly of all, tastes of a convivial and contemporary Asia before using the products to relive and recreate them at home.

The campaign was created by Steven Andrews and Ross Nance, and directed by Alexander Haines through Burger Films. It will run across TV channels in the UK and is supported by digital and social with media planning and buying handled by Wavemaker.


Paul Watmore, Marketing Director and Emma Eggleton, Brand Controller, Blue Dragon;

Dan Jacobs, Creative Director, Recipe;

Steven Andrews and Ross Nance, Creatives, Recipe;

Dom Roe, Planning Director, Recipe;

Toby Evea, Business Director, Recipe;

James McColgan, Agency Producer, Recipe;

Wavemaker, Media Agency;

Burger Films, Production Company;

Alexander Haines, Director, Burger Films;

DOP: David Foulkes

Producer: Al Traquair

Post-Production: Ten Three and The Kitchen

Offline Editor: Alex Abdolwahabi

Grade: Cheat

Audio Post-Production: Offset

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