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Lunar New Year 2022: The Creative Roar of the Tiger Year

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LBB’s Zoe Antonov rounds up the most striking work from around the world ahead of the Year of the Tiger so far

Lunar New Year 2022: The Creative Roar of the Tiger Year

As 2022, the Year of the Tiger, or Year of the Water Tiger approaches, people around the world are getting the festivities ready and the creative world isn’t falling behind. After a difficult period of time, the Year of the Tiger is set to bring a dynamic time forward, push bravery within all of us and raise new energy after a steady Year of the Ox. 

Of course, with it, the Lunar New Year brings reunions, good food and reminiscing, as any national holiday does. Rushing back home to get that red envelope (originally called yasui qian), exchange gifts with the parents, eat some amazing cooked food, and overall set gaze to a new and exciting beginning, people are raising the holiday spirit day by day. 

This year the creative world has really stepped up the Lunar New Year game with some amazing spots spanning numerous subjects. Of course, we have the classics of the inherent comedy in family gatherings, competing to be the ‘favourite child’ and reminiscing on past holiday seasons. But this year there are many stories told in “an authentic and unassuming way – including the sad moments, which is rarely seen in CNY campaigns,” according to Yimeng Zhang, EP Hamlet, Shanghai . “This way many Gen-Z consumers can relate to each of the character’s journeys.” We also have a healthy dose of women empowerment, extremely good filmmaking and…planes with chicken feet? 

Check out this roundup of the Lunar New Year’s campaigns that we absolutely loved!



Apple – The Comeback

Agency: TBWA\Media Lab Shanghai




Astro - A Tiger's Heart

Agency: Naga DDB Tribal


BMW - Nothing but Sheer Joy 

Agency: TBWA\BOLT


Coca Cola

Agency: Ogilvy



Digi – The Undivided Heart

Agency: Naga DDB Tribal 




Gamuda Land – Key to Happiness





Garmin Malaysia – The Little Things

Production Company: PRS Films




Grab – Ah Ma Knows Best 





Julies Biscuits – The Worst Feng Shui Master 

Agency: GOVT Singapore




Knife Delicious – Always Be There





Master Kung – Laws of Cooked-Through Dynamics

Agency: M&C Saatchi aeiou




McDonald’s – Mak Saya Pendandan Rambut Terhebat





Ministry of Communications and Information – The Visitor List

Agency: Grey Singapore




Prudential – A Taste of Home

Agency: MullenLowe Singapore




RHB Bank – A Spark For Change

Agency: FCB Malaysia 




Roosegaarde – SPARK Bilbao 

Agency: Media.Monks




Shopee – Competition Makes the Heart Fonder





Singtel – The Hunt For The Lucky Tiger





Spritzer - De Beauty Restaurant

Agency: FCB Malaysia 


Taylor’s University – Hēr Prósperity





Tiger Beer – Year of the Tiger

Agency: Publicis One




Tommy Hilfiger – Be the Light 

Agency: i-D Asia
Production Company: Hamlet




Wang Xiao Lu - 'Chicken Feet'

Agency: SociaLab Beijing
Production company: Achill Team Shanghai






Watsons – #WatsonsGrandestHBY

Agency: Naga DDB Tribal


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LBB Editorial, Fri, 28 Jan 2022 12:43:00 GMT