As we enter the year of the Rat on January 25, The Drum's Creative Works pulls together Asia's offerings of Chinese Lunar New Year (CNY) ads.
Brands like Carlsberg, Singtel, JD.com, Adidas and EcoWorld have revealed their Spring Festival ads across countries such as Thailand, Malaysia, Singapore, Indonesia, perpetuating the need for family, togetherness and traditions.
Make sure to vote for your favourite campaign below by clicking on the stars. Check back here often to see all the latest campaigns and check out The Drum's ongoing CNY coverage here.
: 'Adidas 2020 CNY'
Agency:
Client:
Date: January 2020
Adidas shows of its new Ultra Boost 2020 and Ultra Boost DNA foootwear in a one-minute spot, featuring a mix of Chinese-inspired cultural references.
Directed by Muh Chen, the ad created by Haomai Advertisement features Chinese performer, Jackson Yee, along with an ensemble cast staging various martial arts and football techniques to a vibrant display and energetic soundtrack.
Credits:
Client：Adidas 阿迪達斯體育（中國）有限公司
Creative Agency：Haomai Advertisement Co., Ltd. 北京好賣廣告策劃有限公司
CCO（Chief Creative Officer）：Chan1993 陳彬
ECD（Executive Creative Director）：Miracle Hung 洪辰沛
CD （Creative Director）：Ian Liu 劉俊逸
SAD（Senior Art Director）：Simon 小火 / Outman 楗煒
AD（Art Director）：LighthouseTT 郭素平 / Lily 蔡李媛
Copy Director：Liu Hexin 劉合心 / Fangzhou Guo 郭方舟
AAD（Associated Account Director）：Sunshine 孫姍姍
AE（Account Executive）：Carol 徐填錕
CCO（Chief Creative Officer）：Chan1993 陳彬
ECD（Executive Creative Director）：Miracle Hung 洪辰沛
CD （Creative Director）：Ian Liu 劉俊逸
SAD（Senior Art Director）：Simon 小火 / Outman 楗煒
AD（Art Director）：LighthouseTT 郭素平 / Lily 蔡李媛
Copy Director：Liu Hexin 劉合心 / Fangzhou Guo 郭方舟
AAD（Associated Account Director）：Sunshine 孫姍姍
AE（Account Executive）：Carol 徐填錕
Production DEPT.：
Production House：amanacliq Shanghai Limited 上海恒代齊力企業形象策劃有限公司
Executive Producer：Desmond Sng 孫國順
Producer：Wyvern Chen 陳宇傑 / Jo Wang 王靜 / Tiger Wu 吳棟
Production Manager：Dean Hou 侯佳詩 / Eva Fu 傅葭鶯
Production Assistant：Asuka Gu 谷苗 / Bully Wang 王靜婷 / Matthew An 安清暘
Celebrity Handler：Carrie Hu 胡玲慧
Production House：amanacliq Shanghai Limited 上海恒代齊力企業形象策劃有限公司
Executive Producer：Desmond Sng 孫國順
Producer：Wyvern Chen 陳宇傑 / Jo Wang 王靜 / Tiger Wu 吳棟
Production Manager：Dean Hou 侯佳詩 / Eva Fu 傅葭鶯
Production Assistant：Asuka Gu 谷苗 / Bully Wang 王靜婷 / Matthew An 安清暘
Celebrity Handler：Carrie Hu 胡玲慧
Director：Muh Chen 陳奕仁
Assistant Director：Xiao Chi Lin 林曉娸
Director’s Assistant：Rita Chen 陳湘喬
Assistant Director：Xiao Chi Lin 林曉娸
Director’s Assistant：Rita Chen 陳湘喬
D.P.：Shin Chin 金鑫
1st Asst. Camera：Yu Hao Liu 劉于豪
1st Asst. Camera：Yu Hao Liu 劉于豪
Gaffer：Pi Teh 何彼得
Production Design：Touch Down Art Department
Art Director：Ten Zhang 張天恩
Associate Art Director：Bobo Shi 施單波
Set Designer：Eason Yi 益鑫融 / Five Hong 洪梁璋
Art Assistant：Yank普世浩 / Rain Zhao 趙春雨 / Xia Qing 夏甄清
Prop Master：Cheng Zhong Hao 程中好 / Gao Lu 高路
Prop Assistant：Chen Hai Tao 陳海濤 / Tang Wei 唐偉 / Chang Yong Cun 常永存 / Li Guo Qiang 李國強 / Ye Ti Lei 葉體磊 / Liu Da Yu 劉大育 / Cao Yu 曹雨 / Gao Ai Jun 高愛軍 / Sun Yun Lei 孫云雷 / Qin San Chang 秦三長 / Xue De Song 薛德松/ He Kang Guo 何亢國
Art Director：Ten Zhang 張天恩
Associate Art Director：Bobo Shi 施單波
Set Designer：Eason Yi 益鑫融 / Five Hong 洪梁璋
Art Assistant：Yank普世浩 / Rain Zhao 趙春雨 / Xia Qing 夏甄清
Prop Master：Cheng Zhong Hao 程中好 / Gao Lu 高路
Prop Assistant：Chen Hai Tao 陳海濤 / Tang Wei 唐偉 / Chang Yong Cun 常永存 / Li Guo Qiang 李國強 / Ye Ti Lei 葉體磊 / Liu Da Yu 劉大育 / Cao Yu 曹雨 / Gao Ai Jun 高愛軍 / Sun Yun Lei 孫云雷 / Qin San Chang 秦三長 / Xue De Song 薛德松/ He Kang Guo 何亢國
Action Choreographer：Zhang Hai Yang 張海洋 / Shen Wei Chao 沈偉超
Dance Choreographer：Jing Jing 晶晶 / Ying Ying 瀅瀅
Dance Choreographer：Jing Jing 晶晶 / Ying Ying 瀅瀅
Casting：Dai Qiang 代兆強 / Cicy 蔣西香 / Sheng Zi 何金生
Stylist：Julian Mei
Wardrobe Assistant：Kevin Zhou 鄒偉 / Bai Qing Li白慶利 / Yu Hai Di鬱海娣 / Zhang Yan Ping張艷萍
Extras Stylist：Mim Zhu 朱敏敏
Extras Hair & Make Up：Xi Feng 夕風 / Na Na 娜娜
Wardrobe Assistant：Kevin Zhou 鄒偉 / Bai Qing Li白慶利 / Yu Hai Di鬱海娣 / Zhang Yan Ping張艷萍
Extras Stylist：Mim Zhu 朱敏敏
Extras Hair & Make Up：Xi Feng 夕風 / Na Na 娜娜
Studio & Equipment Rental：
京明亮堂（北京）影業有限公司 / 中性灰影業（北京）有限公司 / 深圳市首映文化影視製作有限公司 /
NAKID CO., LTD.
京明亮堂（北京）影業有限公司 / 中性灰影業（北京）有限公司 / 深圳市首映文化影視製作有限公司 /
NAKID CO., LTD.
Editor：Arthur Yang 楊士漢
Composer：Starr Chen 陳星翰
Sound Effect：Kiwi Audio & Visual Production Inc. 奇奕果有限公司
Sound Effects Editor： Chen Tao Chiang 蔣震道
Sound Effects Editor： Chen Tao Chiang 蔣震道
Post-Production House : Grass Jelly Studio 仙草影像
Director：Muh Chen 陳奕仁
Executive Producer：Eliza Lee 李依蒨
Project Manager：Ekijo Lai 賴奕如
Project Manager’s Assistant：Roddy Hung 洪凡柔
Financial Manager：Lulu Chen 陳奕如
Director：Muh Chen 陳奕仁
Executive Producer：Eliza Lee 李依蒨
Project Manager：Ekijo Lai 賴奕如
Project Manager’s Assistant：Roddy Hung 洪凡柔
Financial Manager：Lulu Chen 陳奕如
CG & Compositing Lead：Greg Miao 苗天雨
Designer：
Yu Shuo Leung 梁育碩
Both Li 李季軒
QB Lian 連又潔
Meiling Chen 陳美齡
Eason Chen 陳家和
Yu Shuo Leung 梁育碩
Both Li 李季軒
QB Lian 連又潔
Meiling Chen 陳美齡
Eason Chen 陳家和
2D Animator：
Meiling Chen 陳美齡
Meiling Chen 陳美齡
3D Animator：
Janet Wang 王玨凝
Youzi Su 蘇袖惠
Janet Wang 王玨凝
Youzi Su 蘇袖惠
3D Animator Assistant：
Jia Yu Chen 陳家榆
Yuki Chou 周祐諆
Ting Yi Lu 呂庭儀
Jia Yu Chen 陳家榆
Yuki Chou 周祐諆
Ting Yi Lu 呂庭儀
VFX Artist：
Yu Hsuan Huang 黃于瑄
Yu Hsuan Huang 黃于瑄
Compositing：
Wen Ting Li 李文婷
Wen Ting Li 李文婷
Compositor’s Assistant：
Eason Chen 陳家和
Ching Chi 冀擎
Jia Yu Chen 陳家榆
Yuki Chou 周祐諆
Ting Yi Lu 呂庭儀
Jolly Huang 黃喬莉
Meiling Chen 陳美齡
Eason Chen 陳家和
Ching Chi 冀擎
Jia Yu Chen 陳家榆
Yuki Chou 周祐諆
Ting Yi Lu 呂庭儀
Jolly Huang 黃喬莉
Meiling Chen 陳美齡
Grading：
Zoe Chang 張明珠
iView Post-Production 意象影像 / Pudding Wang 王慕鼎
Zoe Chang 張明珠
iView Post-Production 意象影像 / Pudding Wang 王慕鼎
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: 'Fobridden City CNY'
Agency:
Client:
Date: January 2020
The Forbidden City, also known as The Palace Museum in Beijing, has collaborated with JD.com, China’s largest retailer, to bring its “Chinese Festival” cultural program online for the first time, to welcome 2020 and the coming Year of the Rat.
As part of the promotion, an exquisite brocade box will be launched exclusively on JD.com as a giveaway on January 2. Consumers who make purchases during the promotion will have the chance to take home one of these special boxes.
A new scarf gift box will also be launched exclusively on the Palace Museum’s flagship store on JD. In addition, 16 domestic and international brands include Dove, Philips and Baidu will join the promotion and provide their own customized New Year gift boxes for sale to Chinese consumers.
To mark the collaboration, JD and the Forbidden City also released the following video in which the nine auspicious beasts offer their New Year wishes.
Credits:
JD.com
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: 'His Grandfather’s Road'
Agency:
Client:
Date: January 2020
Singtel has adopted a more comedic approach for its annual Chinese New Year campaign, moving away from its traditional tug at heartstrings approach.
The new campaign is called ‘His Grandfather’s Road’, which is a play on a phrase Singaporeans use to describe drivers who behave as if they own the road.
The campaign’s film showcases a road rage altercation between two families that are in their cars and on their way to visit their relatives and friends on the first day of Chinese New Year, but find themselves stuck headlong on a narrow street and refusing to give way to each other.
The film plays on local pop culture as both families attempt to wait and wear the other party out by using their respective mobile devices to stream drama shows with Singtel’s mobile data and products.
For example, as the family emerges from their vehicles to confront each other, a nosy passer-by attempts to capture their spat on camera, forcing them to scurry back to their cars, averting a confrontation.
They then order food delivery, but their orders are delayed, as their delivery riders have to find alternative mode of transports, a nod to the new personal mobility devices ban by the Singapore government.
The confrontation then ends on a conciliatory note after both families found they had many things in common.
“Chinese New Year is the perfect occasion to reinforce Singtel’s long-held values of celebrating connections that count. Hence, this simple tale of two feuding families who discover they need to be more expansive and “make the right connections” with each other - the film’s tagline,” said Lian Pek, the vice president for group strategic communications and brand at Singtel.
“Of course, as a company, we’re very much about providing high quality and reliable connectivity services that cater to our customers’ changing lifestyles and expectations. So that gets a playful plug too. You can be stuck anywhere, but thanks to technology, life goes on!”
Credits:
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: 'Heart Baker'
Agency:
Client:
Date: January 2020
Created by FCB Kuala Lumpur, ‘Heart Baker’ is the eleventh edition in RHB Bank’s Awakening the Challenger Within campaign and commemorates the upcoming Chinese New Year 2020 festivities. This edition sees the brand’s challenger spirit manifested in ten-year-old Leah Choy, who is also affectionately known as Chef Leah with a Big Heart.
The film takes viewers back to a time when Leah had just started her baking journey, and it unravels the heartfelt motivation behind her incredible display of perseverance despite having to learn baking from scratch and failing multiple times in the beginning.
Credits:
CLIENT: RHB Bank
Group Chief Marketing Officer: Abdul Sani Abdul Murad
Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha
Manager, Group Brand Communications: Anwar Amin
Senior Manager, Digital Brand Management: Elaine Yap
AGENCY: FCB Kuala Lumpur
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Head of Account Management: Sharon Rodrigues
Creative Director: Tjer
Creative Group Heads: James Voon, Jonathan Chan
Copywriters: Megan Ong, Felice Puah
Account Executive: Alexis Au-Yong
Senior Producer: Wira Chon
PRODUCTION HOUSE: Carrot Films
Film Director: Tan Seng Kiat
Associate Executive Producer: Lani Layali
Producer: Lim Shu Jia
MUSIC & SOUND DESIGN: GT Records
Executive Producer: Ram Nabil Chia
Producer: Munirah Razali & Anand Shashidharan
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: 'Going Up'
Agency:
Client:
Date: January 2020
Sweetshop’s Andrew Lang is behind a vibrant film for Carlsberg from Grey Hong Kong that celebrates the energy and diversity of Chinese New Year.
Shot in Shanghai, the film brings to life a variety of different textures and energies that Chinese New Year encompasses.
Entitled ‘Going Up’, the film centres around a couple who, when all the buttons in an elevator are accidentally pressed, are thrust into a series of wild, unpredictable worlds. What they see when the doors open is expressionistic and dream-like. While they themselves remain totally in the real world. This intercutting of real / surreal drives the energy and excitement of the film.
Credits:
Client 客户: Carlsberg
Agency 广告公司: Grey Hong Kong
Chief Creative Officer 首席创意师: Michael Knox
Executive Director 执行导演: Jacquelyn Pang
Associate Creative Director 副创意总监: Jackie Wong
Head of TV Production 电视制作负责人: John Lo
Producer 制片: Wing Tam
Assistant Account Director 助理客户总监: Ted Tam
Account Executive 客户总监: Becky Lai
Production Company 制作公司: Sweetshop
Director 导演: Andrew Lang
Managing Director 监制: Laura Geagea
Producer 制片: Catherine Law
DOP 摄影师: Gianpaolo Lupori
Art Director 艺术总监: Julius Mak
Editor 剪辑师: Anais Siab
Colourist 调色师: Simon Astbury, Digital Domain
Online Post Production 线上后期制作: Rex Or, Digital Domain
Post Production Executive Producer 后期监制: Steven Marolho, Digital Domain
Post Production Producer 后期制片: Alexei Golob, Digital Domain
Music Composer and Sound Engineer 音乐制作与声音工程师: Hank Lee, Beijing
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: 'Daughter'
Agency:
Client:
Date: January 2020
In celebration of Chinese New Year, releases Daughter, a film inspired by true stories about three generations of women uniting over the holiday despite their differences. Shot entirely on iPhone 11 Pro, Academy Award-nominated director Theodore Melfi and award-winning Cinematographer Lawrence Sher use the 4K video, triple-camera system and cinematic video stabilization to create a film worthy of the big screen, all with a device that fits in your hand.
Daughter tells the story a single mother, played by award-winning Chinese actress Zhou Xun, who defies the cultural convention of dependence on a husband, causing her to become estranged from her mother. Determined to define her own rules, she finds herself working on Chinese New Year’s Eve only to discover an unexpected reunion. Daughter reflects the rapidly changing social norms of China and the generational differences between traditional families and modern youth. It underscores the important message that no matter how much we all grow apart, humanity has the power to bring us together.
Credits:
TBWA\Media Arts Lab
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