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
