Good Luck, Giddy Up | CNY Blessing Box

12. Craft Kancils [12.13a Art Direction: Single (aesthetics on packaging, graphics, print & publishing, outdoor and digital)]

case board

creative assets

case film

Links:

Product/Service:

Merchandise

Client:

One Two Jus Sdn Bhd

Brief:

It’s commonplace for red packets to be passed around during Chinese New Year as a symbol of good luck, prosperity and happiness. Over the years, many brands have had a go at making a red packet that truly stands out but to no avail. So, how can we break tradition and introduce a new aesthetic to this cultural keepsake to give it a unique identity in relation to our brand and industry?

Solution:

Taking inspiration from the Year of the Fire Horse, our vision is to integrate the spirit and fiery ambition of horse racing into our concept and design. Using scanimation, we took advantage of the pulling action of opening a red packet to manually create a looping animation that portrays the illusion of a horse galloping forward. This works as a metaphor for a prosperous year ahead filled with growth and progress. The red envelopes also come in a set of lucky number six, each representing one of the five elements with one new paper element to pay homage to the creative field.

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