|Title||FORTUNE FAVOURS THE POSITIVE|
|Product / Service||ADVERTISING AGENCY|
|Category||A06. Self Promotion|
|Entrant||DENTSU UTAMA Kuala Lumpur, MALAYSIA|
|Entrant Company:||DENTSU UTAMA Kuala Lumpur, MALAYSIA|
|Design/Advertising Agency:||DENTSU UTAMA Kuala Lumpur, MALAYSIA|
|Hisham Sahudin||Dentsu Utama||Creative Director|
|Yap Sean Poh||Dentsu Utama||Senior Art Director|
|Sia Sin Lin||Dentsu Utama||Designer|
|Ong Sue Yin||Dentsu Utama||Copywriter|
|Alicia Goh||Dentsu Utama||Copywriter|
|Jeremy Ng||Dentsu Utama||Copywriter|
|Jonn Dogra||Dentsu Utama||Copywriter|
|Wong Fok Loy||Dentsu Utama||Head of Studio & Production|
|Ooi Beng Kiat||Dentsu Utama||Production Manager|
|Stephanie Lai||Dentsu Utama||Studio Manager|
The challenge was to impress upon the recipients the credo of the company, and how it sits in well with the fortune-seeking spirit of Chinese New Year. And to express this connection within a design piece that also doubles up as a direct mail package that instantly resonates with the exuberance of the festive season.
The objective was for the company to send out Chinese New Year greetings to clients, potential clients and all other business partners. And at the same time, to impress and re-impress upon them the company credo of “Think Positive”.
Chinese New Year is predominantly about prosperity. And it’s the season for telling fortunes. This psyche led us to a borrowed interest: the traditional and often consulted FORTUNE STICKS. The design equity considered all the craft, colours and merriment of Chinese New Year mores and custom and the sticks foretell of things the recipients will face BUT with a caveat: always look on the bright side of situations, no matter what they are.