RED(iscover) PACKET (CHAR SIU KING)

10. Craft Kancils [10.13a Art Direction: Single]

Links:

Product/Service:

Telecommunication

Client:

Unifi

Brief:

Chinese New Year in Malaysia can be a tension point for young Malaysians. Instead of feeling loved, they get bombarded with hurtful comments about their weight, salary, and love life by their elders, who often learned the same behaviour growing up. This makes it hard to connect with their families. Unifi, as Malaysia's leading telecommunications company, understands that connecting people goes beyond just internet and phone service: it's about strengthening communities and fostering meaningful relationships.

Solution:

We realize that despite these hurtful words, the phrases are often rooted in deep-seated love and a desire for the next generation to succeed. To help families reconnect during Chinese New Year, Unifi created special "transformation" Angpows (red envelopes) inspired by Unifi's CI colours. Each Angpow cleverly disguised a common hurtful comment. With a pull of Unifi's mascot, Yunni, the Angpow transformed, revealing through clever design and strategic die-cuts, the hidden love and good intentions behind the words. This simple act helped over 15,000 families across Malaysia replace awkwardness with heartfelt connection during the festive season.

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