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Newsroom pick: Our favourite ang baos from local brands and agencies in 2024

Newsroom pick: Our favourite ang baos from local brands and agencies in 2024

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Festive periods such as Chinese New Year (CNY) are often a busy time for brands and marketers with the most competitive arena being a brand's red packet or ang bao. 

Red packets keep your brand top of mind and are also arenas for brands to fully flex their creative muscles as they come up with innovative designs.  

This year, MARKETING-INTERACTIVE's newsroom was filled with creative takes on the dragon figure as brands celebrated the year of the dragon. From 50cm long packets to 3D renditions, we have compiled a list of our favorites for 2024 below for your viewing pleasure. 

Don't miss: This CNY brand film by MR D.I.Y. is bound to make you cry

1. DSTNCT

To celebrate the year of the dragon, creative agency DSTNCT put the spotlight on the legendary Bruce Lee who is also fondly known as the “Little Dragon”.

“Each red packet integrates intriguing facets of Bruce Lee's remarkable life, accompanied with an inspirational quote and auspicious Chinese New Year wishes," said Cheah Wei Chun, executive creative director at DSTNCT.

"Beyond being visually striking, we hope to inspire new generations to honour and celebrate his trailblazing legacy,” he added.  

2. Food from the Heart

Singaporean food charity Food from the Heart has collaborated with artist Lee June Le, also known as LeLe, on two red packet designs. Its goal is to urge Singaporeans to join in on its online funding campaign and to expand its reach to more students from lower-income families to boost social mobility this Chinese New Year.

Both designs incorporate LeLe’s distinctive calligraphy strokes which LeLe calls the ‘JunLe Font’. The font aims to bring joy to the organisation’s supporters and beneficiaries. To receive a set of these red packets, individuals can donate SG$12 towards the ‘A Little Kindness. Lots of Joy!’ campaign.

3. Geneco

Electricity retailer Geneco’s red packets aim to not only bestow its receiver with good fortune but also with knowledge regarding Singapore’s diverse marine life as part of its #VoyageToProsperity campaign.

In partnership with NParks, each red packet contains lesser-known information about Singapore’s coral reefs with a design that symbolises the abundance of marine life. It aims to prompt its recipient to reflect on their environmental responsibility to protect the prosperity deep in our waters, said the brand in a statement. The red packets are also printed on environmentally friendly paper.

There is also a link inside of the red packets to a game called ‘Voyage to Prosperity’ that was co-created with Gabriel Chin from St Joseph’s Institution Junior as part of Marshall Cavendish Education's Summer Coding Hackathon 2023.

4. Julie’s Biscuits

While ang baos are typically given for good fortune and luck, these red packets by Julie’s Biscuits take the meaning more literally with fortune sticks shaped like its Love Letters wafer rolls for the recipient to read.

The ang baos feature the brand’s Love Letters convenience packs with wafer roll fortune sticks that peek out of its design that aim to encapsulate the playful and enjoyable experience of savouring Love Letters, said a statement by the brand.

“It's not just an envelope; it's a conversation starter, a vessel of good wishes, and a symbol of the joy we aim to spread during this festive season,” said Tzy Horng Sai, director of Julie's Biscuits.

5. Maad Creatives

When it comes to famous dragons in Singapore, the Toa Payoh dragon playground is one of the first that comes to mind. This Chinese New Year, MAAD Creatives celebrates its nostalgia with the 'LONG LONG BAO', a 24cm long red packet inspired by the dragon playground while playing on a pun of on how the Chinese dragon is also known as the "long".

“The iconic dragon playground in Singapore stands as a whimsical symbol of childhood joy. Nestled in the heart of various neighborhoods, this playground is not just a place for play but a cherished part of the nation's collective memories,” said a statement from the agency.

“It's vibrant and dragon-shaped structure invites both the young and the young-at-heart to revel in the magic of imaginative play,” the statement added.

The red packet also creatively folds out into a 3D accordion dragon that serves as a creative art piece.

6. Maybank Securities

Artificial Intelligence (AI) has been a buzzword in almost every industry, and it comes as no surprise that the technology has found its way to be a part of the CNY festivities. Through red packets that feature designs that were generated by AI, Maybank Securities aims to fuse AI, art and tradition, it said. 

“These designs beautifully blend the traditional symbolism of the dragon with the futuristic prowess of artificial intelligence. The 'Dragons of 2024' collection represents a celebration of culture and innovation,” said the brand in a statement.

7. Ode to Art

The vibrant and maximalist dragon-themed ang baos from Ode to Art Gallery in Singapore are bound to brighten up anyone’s Chinese New Year with their intricate blend of pop art and local culture.

Adorned with symbols of prosperity, the ang baos come in two different coloured variants with the mandarin character for good luck and fortune in the eyes of a dragon and the word huat on top of its head to represent prosperity. In Ode to Art Gallery’s attention to details and symbolism, the ang baos also feature mandarin ducks to symbolise everlasting love, peaches for health and longevity, two koi fishes for prosperity and excess along with gold coins to usher in great fortune for the year ahead.

When opening the ang bao and raising the dragon’s head, the design reveals the inner ang bao which is lined with a wish to its beholder.

8. SGAG and Hepmil

SGAG and HEPMIL’s red packet this year also aims to pun how the Chinese 'pinyin' for dragon sounds like the word 'long' in English. With a red packet that is 50cm long, loved ones may wonder if they are receiving a calligraphy scroll rather than a red packet.

To further add to its exaggerated nature, the Chinese character for dragon is stretched out on the red packet’s design.

“This is one ang bao that is guaranteed to make your friends and relatives look up, and quite possibly, get them rolling over the floor laughing said Adrian Ang (or Xiao Ming as he is often referred to as), the co-founder of SGAG and HEPMIL.

9. The Secret Little Agency

Creative agency The Secret Little Agency (TSLA) pays homage to tradition and heritage with the Chinese pinyin for dragon ‘long’, embossed across a long red packet. As the word is accompanied by intricate cloud designs, the red pack appears to emulate a dragon soaring through the skies.

“The Chinese dragon (龙) is known and pronounced as ‘lóng’ or ‘loong’, so this dragon year we decided to extend the red packet and make it long-er.” said a spokesperson from The Secret Little Agency who were behind the creation.

10. Trust Bank

Inspired by the majestic aura of the dragon, Trust Bank’s Lunar New Year packets are adorned with bold colours and illustrative elements to usher in the new year with ambition and splendour.

The packets feature the Trust Bank’s signature blue branding along with auspicious elements such as pineapples, Koi fish and ancient Chinese ingots.

They also contain well wishes such as "may good fortune be with you always in this prosperous year of the Dragon” and “wishing you prosperity and happiness to follow you through this Dragon year."

Related articles:
Burberry highlights the vibrant red in CNY campaign
Asahi Super Dry reinvents beer drinking with Pixel Art edition can launch
lululemon redefines wellbeing with 'Wing Chun'-themed dance in CNY campaign

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