LEO BURNETT / ARC WORLDWIDE / ALPHA 245 DM, Design & Branding AN ORANGE THAT TOOK ON A NEW LIFE by Alpha 245, Leo Burnett Kuala Lumpur

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AN ORANGE THAT TOOK ON A NEW LIFE

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Industry Shows, Events & Festivals, Advertising agencies, Business equipment & services, Corporate Image
Media Direct marketing, Design & Branding
Market Malaysia
Agency Alpha 245
Copywriter Tan Joke Min, Suki Goh, Lee Pei Sien
Agency Leo Burnett Kuala Lumpur
Executive Creative Director Tan Kien Eng
Released March 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: LEO BURNETT / ARC WORLDWIDE / ALPHA 245
Product/Service: CHINESE NEW YEAR GREETING 2010 & 2011
Agency: LEO BURNETT/ARC WORLDWIDE MALAYSIA
Agency: ALPHA 245
Date of First Appearance: Mar 1 2010
Entrant Company: ARC WORLDWIDE, Kuala Lumpur, MALAYSIA
Executive Creative Director: Tan Kien Eng (Leo Burnett / Arc Worldwide / Alpha 245)
Creative Director/Art Director: Theresa Tsang (Alpha 245)
Creative Director/Copywriter: Valerie Chen (Arc Worldwide)
Art Director/Illustrator: Koh Siok Yee (Alpha 245)
Designer/Illustrator: Foo Peng Cheong (Alpha 245)
Copywriter: Suki Goh (Arc Worldwide)
Copywriter: Lee Pei Sien (Leo Burnett)
Copywriter: Tan Joke Min (Leo Burnett)
Studio Manager: Fok Soop Chin (Leo Burnett)
DTP Artist: Lim Siew Min (Leo Burnett)
Studio Manager: Shara Goh (Alpha 245)
DTP Artist: Carol Yam (Alpha 245)
Production Manager: Ong Chee Hin (Leo Burnett)
Media placement: Direct Mail - Direct Mail - 1 March 2010
Describe the brief from the client
The task was to design a Chinese New Year card to send along with a basket of mandarin oranges to all LB and Arc clients. However, most clients typically receive cards and oranges from other agencies, suppliers and business partners. So the aim was to cut through the clutter by using creativity to change human behaviour.
Describe the challenges and key objectives
Throughout the ages, mandarin oranges are normally included in the tradition of gift-giving among the Chinese to convey wishes of prosperity during the New Year. But due to its common presence, no one gives a second thought to its symbolism. So, we decided to change people’s perception of the orange as just a fruit. We gave the orange a new lease of life by transforming it into the Chinese zodiac animals for 2010 & 2011 – the Tiger and the Rabbit.
Describe how you arrived at the final design
We designed a Chinese New Year greeting card containing a special set of stickers bearing an assortment of eyes, nose, ears, etc. that could be used to decorate the oranges so that they resemble a Tiger and a Rabbit. This way, our clients could have fun turning oranges into tigers and rabbits before handing them out to family and friends. The card also doubles up as a backdrop of various sceneries for the orange tigers and rabbits should the recipient decide to take pictures of them and post them online.
Give some indication of how successful the outcome was in the market
Due to its popularity, we are expanding this into a series of the other 10 animals in the Chinese zodiac, which will also be sold commercially in gift stores and malls. We coined a name for this series – Harry Meow (as in Harimau – the Malay translation for tiger) & Friends. We received many compliments with requests for additional stickers. Many clients used the orange tigers and rabbits as home decor, and sent them out as e-cards from our mini site. Many even uploaded them onto Facebook and kept them as profile pictures throughout Chinese New Year.