A creative campaign we have recently done for Chinese New Year revolving around luck. LUCK is part and parcel of the Chinese belief system. LUCK = PROSPERITY. Playing on this, we’ll be helping people navigate around well-known superstitions in those crucial 15 days leading up to / during the new year.

Based on Feng Shui for 2018, the lucky colour of the year is yellow. We wanted to recreate the look and feel of the good old times inspired by the printing method back in the days - Risograph printing. For animation, we planned to go simpler and more straightforward. So it's a mix of modern and traditional which describes the culture at its best, we believe.

Adobe Photoshop, Adobe Illustrator and Adobe After Effects. We started everything with yellow as it is the star element of the campaign and we ensured everything else fall under the umbrella harmoniously as we believed. As we used to promote content as main push of campaigns, this time we chose to blend in with something more interactive such as introducing a character and enhance its appearance using animation.

Yellow has been championed as the colour of luck and prosperity for this year. While most would rely on the traditional red, we decided to channel yellow as a sense of being bold and unique, this adheres and is aligned to our brand values (be bold, be brave, be curious, be playful, be yourself). By living up to these values and challenging ourselves outside comfort zones the overall response received was positive. We also created our own differentiating factor which was easily identifiable and recognised as being the one yellow soldier in a sea of red.

May you get the best of luck this year! (with a little help of iflix ?)

Janet Wong

Junior Art Director at iflix.

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