Brief Explanation

Therefore, apart from ensuring our wishes to our clients at each major ethnic festive celebration stood out among the clutter, we wanted to take the opportunity to demonstrate the philosophy behind our multi-faceted success in a multi-cultural greeting –- both to foster better client-agency relations and preferably, farm more business.

The Brief

For the year 2012, we wanted the Leo Burnett Group's festive greeting mailer to our clients to have a special significance. We were celebrating our new business wins, as well as numerous industry accolades across the group.

How the final design was conceived

We created a multi-cultural greeting that could be customised for the 3 major ethnic culture celebrations in Malaysia: Hari Raya Aidilfitri, Deepavali and Chinese New Year. It contained a USB paper lamp which could be shaped into 3 different symbols of the 3 different ethnic cultures in Malaysia, and displayed enduringly on a client's desk. Besides being a tribute to Malaysia's cultural diversity, this highly engaging multi-cultural greeting lamp also demonstrated Leo Burnett Group's ability to deliver versatile solutions across every marketing discipline.

Indication of how successful the outcome was in the market

No formal response was required as this was first and foremost, part of a relationship building exercise. However, we received many compliments and requests for additional USB lamps. As a bonus, the first batch of mailers delivered during the recent Hari Raya Aidilfitri season generated new conversations with clients that may possibly lead to incremental business.