ASIA FOR ALL: New appearance for Shan'shi by Wien Nord Serviceplan

In the summer of 2024, the Viennese creative agency won a pitch for the account for Austria's number 1 Asian brand. The result of the collaboration: a Far Eastern-inspired relaunch of the brand communication including a deliciously entertaining 360° campaign

Vienna, 28.01.2025: Shan'shi (translated from Chinese as “food”), a brand under the umbrella of Maresi Austria, is Austria's market leader in the steadily growing Asian category in the food retail sector. From now on, the brand will not only bring high-quality, perfectly coordinated cooking ingredients and the largest range of Asian products with the highest quality standards to Austria, but also Far Eastern communication.

Everything new, everything authentic

The innovations in communication are as extensive as Shan'shi's product range: the communicative centerpiece is the new brand claim “Asia for everyone” - the promise to make a variety of Far Eastern delicacies an authentic experience for all Austrians, whether on the plate or on TV.

The campaign really picks up speed in moving image spots that are in no way inferior to their Asian role models in terms of authentic craziness. Produced by Kaiserschnitt Film and staged by director and Asia pioneer André Maat, they add a lot of spice to Austria's commercial breaks and social feeds.

Another highlight of the new appearance is the specially composed Shan'shi song, which is used both in the moving image spots and on the radio. A hit made up of K-pop, Sailor Moon techno and dance elements that not only gets the brand name into people's ears, but also keeps it simmering there. The sound engineers responsible for the sound can tell you a thing or two about this.

And authentic codes from the Asian advertising world are also used at the POS, in print and OOH: With manga-inspired design elements, blocky typography, fresh headlines and specially illustrated “shan'shibis” - little animals and symbols that hint at the origin of the respective product or its category.

“When you have a courageous client, a strong concept and uncompromising implementation, you get the most beautiful work. Many thanks to Maresi Austria, André Maat and everyone involved for setting off this firework display with us,” says Matthias Piskernik, Creative Director at Wien Nord Serviceplan.

Shan'shi's new look has been on display at the POS since mid-January and can be experienced in classic and digital channels as part of the launch campaign.