|Title||AN ORANGE THAT TOOK ON A NEW LIFE|
|Brand||LEO BURNETT/ARC WORLDWIDE|
|Product / Service||CHINESE NEW YEAR GREETING|
|Entrant||LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA|
|Entrant Company:||LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA|
|DM/Advertising Agency:||LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA|
|Tan Kien Eng||Leo Burnett / Arc Worldwide||Executive Creative Director|
|Theresa Tsang||Leo Burnett / Arc Worldwide||Creative Director / Art Director|
|Valerie Chen||Leo Burnett / Arc Worldwide||Creative Director / Copywriter|
|Koh Siok Yee||Leo Burnett / Arc Worldwide||Art Director|
|Foo Peng Cheong||Leo Burnett / Arc Worldwide||Designer|
|Ong Chee Hin||Leo Burnett / Arc Worldwide||Production Manager|
|Fok Soop Chin||Leo Burnett / Arc Worldwide||Studio Manager|
Design a Chinese New Year card to send along with a basket of mandarin oranges, to all LB & ARC clients.
We designed a greeting card containing stickers bearing an array of tiger eyes, nose, stripes, etc. that could be used to decorate the oranges to resemble the Tiger. This way, our clients could have fun turning oranges into tigers before handing them out to family and friends. These stickers will be adapted for subsequent zodiac animals in their respective lunar years – Rabbit, Dragon, Snake, Horse, Goat, Monkey, Rooster, Dog, Pig, Rat and Ox. We coined a name for these orange animals heralding the Tiger as the pioneer – Harry Meow (as in Harimau – the Malay translation for tiger) & Friends.
Throughout the ages, mandarin oranges are typically included in the tradition of gift-giving among the Chinese during the Lunar New Year to convey wishes of prosperity. But due to its common presence, no one gives a second thought to its symbolism. So, we decided to change people’s mundane perception of the orange. We gave the orange a whole new lease of life by transforming it into the Chinese zodiac animal for 2009 – the Tiger.
We received many compliments with requests for additional stickers (which we had to reprint due to the unexpected demand). Many clients took the initiative to pose their orange tigers in front of various backgrounds and took pictures of them before uploading them onto Facebook. Many even used their tigers as profile pictures during the Chinese New Year period.