Lunar New Year special: Favourite CNY campaigns

The Lunar New Year is upon us, and with that, brands have taken the opportunity to ride on the celebrations with celebrity greetings, special appearances and quirky ads to show how you can celebrate in style. Here they are, the best works toasting the Year of the Monkey.

1. Tiger Beer

The Singapore beer brand has undertaken an ambitious movement to get the world in on Chinese New Year (CNY) with #SayItWithTiger campaign. Five days into the campaign, it has picked up momentum with global celebrities from Liam Hemsworth, Diego Costa, Emily Ratajkowski and Chris Bosh, to name a few, doing their best version of an authentic Chinese New Year greeting on SayItWithTiger.com.

This social media-led campaign, supported across digital, social and retail channels, features a key visual developed in collaboration with critically acclaimed artist James Jean (USA), typographer Rizon Paerin (BEL) and the creative practice at TSLA.

2. Coca-Cola

Coca-Cola has teamed up with local artiste Benjamin Kheng to encourage families and friends to look to Chinese New Year with hope and optimism. Coca-Cola has also unveiled eight limited edition collectors’ cans to help people share good wishes.

Coca-Cola’s marketing director James Chin added: “This is a very special campaign for us at Coca-Cola. Not only is it incredibly positive, as we encourage Chinese families across the country to actively share their wishes for one another, but it’s also a celebration of Chinese culture, with its tradition, symbolism and strong values."

3.  StarHub

StarHub launched a Chinese New Year greeting spot to celebrate the spirit of family togetherness. It portrays a young man greeting the wrong family on Chinese New Year, to the confusion of the homeoweners. The ad aims to gently remind viewers to visit their relatives more frequently than the routine annual visits.

The campaign runs through the middle of February. It is available online on Starhub’s  digital assets, and is running in cinemas and across all local and cable television channels. DDB Singapore created the campaign for the telco company.

https://youtu.be/fyeZR3LpdTw

4. Ikea

This Ikea spot taps onto Kungfu moves to promote everything you need in the kitchen this Chinese New Year. It features a mother-daughter pair breaking out in exaggerated martial arts move to prepare a "legendary" New Year reunion with the family. The backdrop of this performance, is of course, an impeccable Ikea-furnished home. BBH is Ikea's creative agency of record.

https://youtu.be/SEljAKxnBzA

5. OCBC Bank

OCBC tied up with Pornsak Prajakwit, the popular TV host and media personality, to bring a special CNY surprise to customers. The branch activation aimed to surprise customers by enabling them to interact directly with Pornsak through a TV screen. But the surprise didn’t end there, as Pornsak then appeared in person at the branch to surprise them again and hand out S$88 ‘ang pows’ and vouchers to customers.

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