|Title||YEAR OF THE HORSE|
|Product / Service||LUNAR NEW YEAR GREETING|
|Category||A05. Self Promotion|
|Entrant Company||TBWA\SINGAPORE, SINGAPORE|
|Advertising Agency||TBWA\SINGAPORE, SINGAPORE|
|Somjai Satjatham||TBWA/Singapore||Art Director/Typographer|
|Jonathan Leck||Egplus Worldwide||Digital Producer|
|E. M. Lau||Freelancer||Calligrapher|
Because an agency is only as good as its people, it is important that everyone in TBWA Group understands the importance of building strong relationships and that each individual embodies this spirit. As such, it was necessary to send the message out to clients and stakeholders as well as to internal staff.
A new year brings on new opportunities and challenges. Our objective was to remind our clients and stakeholders the importance of strong and steadfast relationships for a smooth ride into the year ahead.
The horse represents strength, loyalty and fortitude. Through the style of Chinese calligraphy synonymous with Lunar New Year greetings, the Chinese character ‘horse’ is formed using the letters ‘TBWA’, showing that TBWA embodies the strength and spirit of the horse. The seal, an indispensable part of Chinese calligraphy, serves as a personal signature and symbol of authenticity – best represented in this design by the red TBWA logo. The message was sent out to clients and stakeholders as greeting cards and animated eDMs. To reinforce this message internally, T-shirts were given to staff and posters were put up across TBWA Group.