Background
For centuries, China has celebrated the Chinese New Year by gifting friends and family with bright, beautiful red envelopes filled with money known as 红包 (hongbao) – meaning “red bags”. Taking on the modern form of red envelopes, they are a cornerstone of annual festivities, carrying wishes of health and wealth for recipients in the coming year.

Creative Idea
Changing the Tiger’s Stripes
With each Chinese New Year ushering in a new cycle of the 12 zodiac animals, 2022 heralded in the Year of the Tiger. Representing strength, leadership and courage, we set out to unlock a fresh interpretation of this iconic animal. Injected the designs with cultural references and brimming with festive spirit.

Strategy
Creativity unleashed
Pure creative freedom. We gave design team the ultimate creative challenge – design whatever you want. Allowing them to draw from traditions, pop culture, cheeky references and beyond. As long as it tied into the Year of the Tiger theme, the message was clear and the outcome was fresh. The end results were stunning.

Execution
Carrying on the theme of “auspicious” traditions, we chose to create a pack of 8 hongbao’s – as 8 is considered the luckiest number in Chinese culture. Each packet has a fun twist with a fun twist or expression surrounding the Tiger – or 虎 (Hu) in Chinese. With both Chinese and international recipients, each cultural interpretation needed to be easily understood or explained. Giving people a fun, and at times educational, talking point to share with friends and family during the festive season.

Results
More than 6,700 Hongbao packs shared with clients and partners.
Annual Tradition in its 3rd and most successful year
+40% increase in client and partner requests for Year of the Rabbit next year
Overwhelmingly positive feedback from recipients, who requested additional sets to keep for themselves