Two people sitting at a dining table with food and drinks, engaging in conversation, in a bright room with large windows and houseplants, overlaid with text about a case study and social media campaign.

Our Table of memories

A mart speculative commercial

Creative Brief - Our Table of Memories Campaign by MART. American supermarket chain selling Asian goods needs assistance in creating a video marketing campaign that targets 20-30 year olds.

Target Audience: 20-30 year olds to shop at MART

Honeybee Films collaborated with MART to develop their autumn 2023 social media initiative, themed "Our Table of Memories." Directed by Jonathan Lue, the project integrated storytelling focusing on a young couple preparing for the arrival of a new family member.

The objective was clear: create a food-centric social media campaign. Our team innovatively crafted a narrative resonating with numerous soon-to-be parents, adding a unique perspective to the traditional approach.

Initially conceived as a documentation of close friends spending time together before the arrival of their first child, this project transitioned into a broader narrative aimed at connecting with newly expecting parents.

Our setting revolved around the dining room table adorned with banchans and produce commonly sourced from MART grocery stores. It became evident that we possessed the ingredients to film something extraordinary: not merely a brief documentary-style video, but rather a series of impactful social media advertisements. We aspire for this series of videos to resonate deeply with newly expecting parents.

STILLS

A woman with shoulder-length hair drinks from a glass while holding a piece of bread in her other hand at a dining table with various food items and drinks, in a room with natural light and sheer curtains.
Hands preparing tacos with various ingredients on a table, including cheese, lettuce, and vegetables.
A young man with short black hair and light skin sitting at a dining table, wearing a gray Nike sweatshirt with yellow and orange lettering, smiling slightly, with a glass of dark-colored beverage in front of him. The background features large windows with daylight streaming in, a TV, and some potted plants.
Two people are in a kitchen, one is handing a plate with cheese to the other. There are cut vegetables and cheese on the counter, with a wooden wall in the background.
A close-up of a food spread with a glass container of cooked lentils or beans, a small dish of pickled vegetables, and a glass of water on a wooden table.
Sliced yellow cheese, halved kiwi fruit, and various dishes on a dining table.