Welcoming Chinese New Year With Adland’s Best and Brightest
When Chinese New Year comes around, it's not just the festivities that have consumers buzzing.
Right around the corner, Chinese New Year, Lunar New Year, and Tet campaigns from brands worldwide are in full swing, with Malaysian, Singaporean, Chinese, and even European brands getting in on the action.
LBB’s Tom Loudon takes you through the Chinese New Year ads making this year’s holidays iconic.
Extended Love – Ministry of Communications and Information
The Chinese New Year film "Extended Love," produced by MullenLowe Singapore in collaboration with director Royston Tan, follows a young woman's return home to persuade her grandmother to join her abroad, only to discover her grandmother's tradition of hosting a 'cai png' reunion dinner for neighbours.
The film celebrates community resilience and inclusiveness, reflecting the values of Singaporeans as they evolve in celebrating festivities. The film's heartwarming storytelling encourages viewers to appreciate the importance of family and community ties during the festive season.
Little Garlic – Apple
Apple's latest Shot on iPhone campaign, 'Little Garlic', and created by TBWA\Media Arts Lab Shanghai, explores Gen Z insecurity in China through the story of a young girl overcoming her struggles.
Directed by Marc Webb and featuring Chinese star Fan Wei, the film utilises iPhone 15 Pro Max features to capture the narrative delicately. The poignant message extends beyond China, resonating with audiences globally through broadcast, digital, and social media platforms.
Unspoken Connections – Maybank
Maybank Malaysia's Chinese New Year film, "Unspoken Connections," from Grey Singapore sheds light on the deaf community's experience during the festive season, emphasising the importance of sign language in breaking their silence.
Co-directed by Barney Chua and Pan Wai Ling, the film authenticates daily realities, offering viewers insight into the deaf world. Through collaboration with the deaf community, the project became a transformative journey of empathy, highlighting their resilience and talent while advocating for greater inclusivity and support.
Dragon Spirit – FairPrice
FairPrice and Homeground United revive the tale of the Dragon in the Great Race for Chinese New Year, aligning the Dragon's spirit of kindness and inclusiveness with FairPrice's role in community support during the festive season in Singapore.
The TBWA\Singapore campaign parallels the Dragon's acts of generosity and FairPrice's commitment to improving lives, encouraging audiences to embody the Dragon spirit throughout the New Year celebrations.
This partnership highlights FairPrice's dedication to serving the community and providing essentials at great value, resonating with Singaporeans' cultural traditions and values.
Con Bướm Xuân– Number 1
Number 1 energy drink collaborated with Happiness Saigon to revitalise Vietnamese pop star Hồ Quang Hiếu with a remastered version of his Lunar New Year hit, 'Con Bướm Xuân'.
Through a new music video and widespread karaoke partnerships, the campaign showcases how Number 1 can reignite an artist's career, emphasising its energetic qualities. With over 20 years of serving Vietnam, Number 1 aims to prove its ability to fuel consumers' energy for the new year by propelling a once-legendary artist back to the top.
HUAT CARD Showcase – FACTORY
Roy Wang, founder of the design agency FACTORY, aims to revive the tradition of handwritten cards and has distributed 24,000 Chinese New Year and Christmas cards since 2013, each featuring heartfelt messages.
The agency organises the HUAT CARD Showcase exhibition, displaying all 24 cards designed over the years and highlighting the significance of handwritten cards in today's digital age. Through this initiative, FACTORY seeks to evoke nostalgia and promote meaningful connections through the art of handwritten communication.
Acceptance – RHB Bank
FCB SHOUT collaborated with RHB Bank to produce "Acceptance," a Chinese New Year film based on the life of autistic rights activist Beatrice Leong.
Directed and narrated by Beatrice herself, the film provides a first-person perspective, offering viewers insight into the experiences of autistic individuals. RHB's commitment to diversity and inclusion is showcased through initiatives like RHB #Empower, aiming to promote awareness and empower neurodivergent talents in Malaysia.
Supporting My Family – Jung Kwan Jang
Jung Kwan Jang's ‘Supporting My Family’ campaign focuses on expressing support for loved ones during challenging times, aligning with the economic hardships and need for encouragement.
The campaign from Cheil Worldwide Seoul gathers real stories of families facing challenges and transforms them into ads, highlighting their determination and resilience. Through outdoor, TV, PR, and viral campaigns, Jung Kwan Jang encourages families to support each other like fans support their favourite idols, emphasising the importance of health and well-being as gifts for the new year.
A Gift For Blossoming Futures – Glenfiddich
Glenfiddich and artist Raku Inoue created a limited-edition Lunar New Year gift, including the Glenfiddich Reserva Rum Cask 21-Year-Old pack, inspired by the 2024 Chinese zodiac animal, the Wood Dragon.
Raku's design, celebrating growth and renewal, features natural elements crafted into the Glenfiddich Stag, symbolising the great outdoors. Glenfiddich and Selfridges offer the opportunity to personalise these unique gifts, adding a special touch to Chinese New Year celebrations.
Unite for a Magical Lunar New Year – Coca-Cola
Coca-Cola Vietnam's Lunar New Year campaign, "Unite for a Magical Lunar New Year," features a stylised dragon, the zodiac animal for the year, in both packaging artwork and a TVC.
Heckler Singapore designed and animated the dragon in 3D, adhering to cultural rules regarding its appearance and movement. Using Maya and Houdini, they crafted majestic dragons with supernatural qualities, ensuring they conveyed power and wisdom while creating AR filters tailored for different markets and social platforms.
Chilli Crab Chicken – Popeyes
Popeyes have spiced up Lunar New Year by offering Prosperously Flavourful Chilli Crab Chicken discounts in exchange for excess mandarin oranges, symbolizing luck and abundance. Participants can exchange their surplus mandarins for discounts of up to $5 on the limited-time offer, creating a fun and festive experience. Through a social media activation, winners are selected to claim their discount vouchers at Popeyes stores, with renowned Singaporean influencers promoting the campaign to boost visibility and engagement.
Start the Year with the Good Fortune of 8 – Google Pixel
Google Pixel 8 partners with Visionnaire to honour Lunar New Year traditions, spotlighting the significance of the auspicious number 8 in Chinese culture while merging cultural elements with the phone's premium design. The campaign features a majestic gold Chinese dragon in the form of the number eight encircling the phone, complemented by images of traditional lucky symbols like dumplings and festive lanterns. With festive cultural elements resonating with the audience, the campaign aims to joyously celebrate Lunar New Year with the Chinese Canadian community, recognizing their significance as one of the largest and fastest-growing segments.
Year of the Dragon – Bowmore
Leo Burnett Singapore collaborated with Beam Suntory to unveil a special edition packaging for Bowmore® Islay Single Malt Scotch Whiskey, embodying the spirit of resilience and transformation symbolised by the Year of the Dragon.
The packaging features the journey of a determined carp evolving into a majestic dragon, mirroring Bowmore's legacy of perseverance and dedication to craftsmanship over its 240-year history. Through intricate design and storytelling, the limited edition pack celebrates the essence of the Lunar New Year and the pursuit of greatness.
