Keeping Chinese New Year traditions alive during the pandemic
The Thinking
Hong bao is a red envelope with cash inside. It is a form of well wishes given to family members and close friends during the Chinese New Year. With
social distancing in mind, distillery came up with a simple, fun idea: to create
a long hong bao that would ensure safe distancing, while keeping to tradition.
The Making
We created 88 one metre-long red envelopes for people to give out while keeping a safe distance from one another during Chinese New Year festivities. We designed the envelopes with the precise measurement of one metre, the legal requirement for social distancing in Singapore. To celebrate the Year of the Ox, we also designed the envelope with the artwork of an Ox, stretching its long horns from end to end.
The Blowing Up
Apart from the physical hong baos that were made, we also created a Chinese New Year greeting in the form of a comical video featuring the hong bao packet. A QR code on the red envelope directed people to watch the video. The majority of the red packets went to clients. The unique concept was picked up and featured in Campaign Asia, Adobo Magazine, and Campaign Brief.
The Positive Impact
Put a smile on the faces of our clients and their families during the pandemic
People from around the world were asking to get their hands on one
Received great PR
Strengthened client relationships.