stage 04

project 06
LIVE INTERACTIVE
LIVE REAL
stress level pimples amount: 12
pimples area: forehead
//campaign

TH E B R I EF
A brief given by Naga DDB Content studio to work on Chinese New Year
campaign 2019, which is the year of the pig in Chinese Zodiac. Mean-
while, the aim is to gain awareness for the brand & social media channel.

TH E I SSUE I N MO D ER N SO CI ETY
Through time Chinese New Year has gradually evolved; recent year
generation has given birth to a new subculture ‘sang’ a term that loosely
translates to feeling hopeless or dispirited and refers to a kind of ironic
defeatism fuelled by pop culture, internet, celebrities, and social media
platforms. They spend more time on their social devices than
communicating with each other face to face. This has severely affected
the tradition of Chinese New Year's love and connection, spending time
together and remember what's uniquely beautiful about being part of
the same family.

TH E I D EA
This Chinese new year, our goal is to encourage excellent communication
between family; the important is not just being there but talking to each
other and listening to what other families member have to say and bring
the tradition back to its roots. “回忆古欧爹，互动everywhere (hui yi gu ou
de, hu dong everywhere)”, (“Live Interactive, Live Real”). Helping
youngsters finding a more supportive way "家(jia)".

client’s coperate colours chinese new year colours

//multipurpose packaging of angpao :

it can be flip into a calendar that contains interactive activities

//multipurpose packaging of angpao :

it can be flip into a calendar that contains interactive activities

//a series of angpao design :

combines each of the angpao to form an image & the mascot “古欧爹 gu ou de”can be moved to play
with the angpao. Using yellow & black as the colour for whole project to match with the identity
colours of Naga DDB

//a series of posters design :

by using irony method to reflect the reality of Chinese New Year in this generation

//creating a trend for this “sang” generation : //social post :

#throwphonechallenge using social post & activities to gain awareness

//interactive bus station :

create some interaction while waiting at bus station

//interactive corporate shirt :

why not have some fun on shirts? Well, it’s a blessing in the angpao