Kuaile Pie: Tender Heart - Black Boxer

Kuaile Pie is a snack brand making a chocolate layer cake. The key sales point of the product is the tender cream filling inside the pie. They would like to emphasize the key sales point on a group of posters, to attract consumers to choose them.

We proposed the idea of ‘Tender Hearted’ and shot a group of photographs under the theme. In the photograph there are two strong black men with beautiful muscles, one is wearing a pair of boxing glove but knitting a white baby sweater, another one looks like he is feeding the white baby. The concept of ‘Tender Hearted’ shows two kinds of meanings here. The tough guy could have a tender heart, and our black Kuaile Pie also has the white cream filling as the ‘Tender Heart’.