Brief Explanation

Every company, agency, client and vendor sends out an e-card, usually with a somewhat fun element. But very few stand out or are worth spending time with. So the challenge was to make something new and innovative that people would remember and hopefully bring them some holiday joy.

The Brief

Ogilvy China wanted a way to spread some joy during Chinese New Year while bringing some attention to the agency.

How the final design was conceived

Two of the most popular customs during Chinese New Year in China are setting off colorful fireworks and sending text messages to colleagues, friends and family. To give revelers a way to make their greetings more interesting this year, the "Fill the Sky" CNY Fireworks iPhone app was created. It allowed people to take any photo, and add different kinds and colors of fireworks to the scene, take a snapshot of that scene, add a message and then send to a loved (or liked) one.

Indication of how successful the outcome was in the market

The response was fantastic as it was downloaded and used throughout China and even other Chinese populated areas which the agency didn't target, such as Singapore and Hong Kong. It received an incredible amount of press including the Wall Street Journal, NBC, Reuters, LA Business, and appearing on many 'top app' or 'top CNY app' lists for 2011, year of the Rabbit. The "Fill the Sky" app was a way for Ogilvy China to wish all users an innovative New Year.