CategoryB05. Self Promotion
EntrantALPHA245 Kuala Lumpur, MALAYSIA
Entrant Company ALPHA245 Kuala Lumpur, MALAYSIA
Advertising Agency ALPHA245 Kuala Lumpur, MALAYSIA

Brief Explanation

It is customary for the agency to wish all its employees, suppliers and clients in welcoming the New Year. To celebrate the Year of The Goat, the agency leveraged on the festive season to instill goodwill and camaraderie while promoting the agency’s services.

The Brief

Alpha 245 is a global communications network that generates creative solutions to client problems to accelerate business growth. We connect diverse creative minds, and work in diverse creative ways. Our approach is rooted in clarity of purpose, creative connections, and open collaboration. Diverse creative minds expand expertise, insight and creativity to disrupt convention, and enhance local business solutions.

How the final design was conceived

The goatee is a good representation of the Year of the Goat and stroking the goatee symbolises wisdom and good luck. To make the act of stroking the goatee “real”, we sourced for synthetic materials that resembled the goatee of a goat, cut, trimmed and coloured them in bright colours for the festivity. Each goatee was tediously hand made to match the unique angpow packet designs.

Indication of how successful the outcome was in the market

A total of 300 packs were printed and hand-packed with handmade goatees, and sent to both existing and potential clients of the Agency. All the clients who received the pack either called or wrote back to compliment the Agency for the unusual idea and design. Many requested for additional packs and as a result, we had to limit the number of packs given to internal staff as priority was given to clients and prospects. Internally, the agency had good fun toying and posing with the goatees, adding joy and laughter to the festive celebrations.


Name Company Position
Theresa Tsang Alpha245 Communications Sdn Bhd Creative Director
Chong Fui Teng Alpha245 Communications Sdn Bhd Junior Art Director
Lim Ying Ling Alpha245 Communications Sdn Bhd Head of Copy (Vernacular)
Oh Chin Jin Alpha245 Communications Sdn Bhd Creative Group Head (Copy)
Shara Goh Alpha245 Communications Sdn Bhd Studio Manager
Violet Yee Alpha245 Communications Sdn Bhd FA Artist