HAPPY YEAR OF THE HORSE

TitleHAPPY YEAR OF THE HORSE
BrandBRAND UNION HONG KONG
Product / ServiceBRAND UNION HONG KONG
CategoryA05. Self Promotion
EntrantOGILVY & MATHER GROUP HONG KONG, HONG KONG
Entrant Company OGILVY & MATHER GROUP HONG KONG, HONG KONG
Advertising Agency THE BRAND UNION Hong Kong, HONG KONG
Advertising Agency 2 OGILVY & MATHER GROUP HONG KONG, HONG KONG

Credits

Name Company Position
Reed Collins Ogilvy/Mather Group/Hk Chief Creative Officer
Andy Reynolds Brand Union HK Creative Director
Gianluca Crudele Brand Union HK Designer/Artist
Ariadna Vilalta Brand Union HK Senior Designer
Koman Wan Brand Union HK Senior Designer
Benedict Gordon Brand Union HK Managing Director

Brief Explanation

In Hong Kong, Chinese New Year (CNY) is a time of bountiful celebration. Each year is represented by an animal sign of the zodiac and the personality traits of the animal are said to reflect the characteristics of the coming year. We wanted to create a 2014 CNY greeting for our clients that reflected both the personality of the coming year of the Horse (high-spirited and lively) and that of our team (creative, outgoing and fun).

The Brief

For the 2014 Chinese New Year we wanted to create a greeting card, of sorts, for our clients – reminding them of our creative nature.

How the final design was conceived

Utilising the illustrative talents of our newest team member, Gianluca Crudele (AKA Barlo) we decided to create a piece of street art, film the making, and email the short film to our clients via a youtube link. We wanted the art piece, and film, to evoke the lively nature of the horse personality - opting for bright colours that reflect CNY traditions, a composition that suggests dance & movement, and a final edit that makes you smile!

Indication of how successful the outcome was in the market

We received feedback from virtually all recipients of the film, with comments like; “That is Freakin Awesome. Especially the dance moves at the end” “Awesomeness! Love it!” The film also made the front page of Marketing Interactive, generating positive feedback from a wide selection of our industry peers.