Infinity Prosperity
5. Design Kancils [5.11 Best use of Cultural Insights in Design]
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Links:
Product/Service:
Self Promo
Client:
Publicis Groupe
Brief:
Heading into 2024, businesses everywhere faced increasing challenges think ingredient price hikes, inflation and boycotts to say the least. And with Chinese New Year approaching, it was an opportunity to start afresh.It is believed that Chinese New Year greetings can influence how prosperous one's year can be, with popular Chinese greetings such as 'œæå–œå‘è´¢' (GÅng XÇ FÄ Cái) or 'œä¸‡äº‹å¦‚æ„' (Wà n Shì Rú Yì) exchanged to wish each other a prosperous and smooth-sailing year ahead.These greetings are typically made up of four words. And due to how the Chinese language works, many words have the ability to form cohesive greetings no matter how they are jumbled up.
Solution:
To help clients navigate twists and turns in the year ahead, Publicis Groupe Malaysia didn't just give them one prosperous greeting. Instead, we gave them 'Infinity Prosperity'. Inspired by traditional 4-word greetings, it took the form of a 2x2 Rubik's cube, featuring 24 characters representing different types of prosperity. With 3.6 million possible combinations, the cube offered countless personalised greetings.Every aspect of 'Infinity Prosperity' was designed to manifest prosperity, inspired by Chinese beliefs: crafted from wood to honour the Year of the Wood Dragon, packaged as mandarin oranges, a symbol of gold (kam), and gifted in pairs, inspired by the old Chinese proverb '好事æˆåŒ' (HÇŽo Shì Chéng ShuÄng, good things come in pairs).Through this fresh, fun spin to a Chinese New Year custom, we showcased to clients our commitment to helping them adapt and thrive prosperously, no matter the year's twists and turns.
