| Title | THE LONGEST RED ENVELOPE |
| Brand | THE BALVENIE |
| Product / Service | THE BALVENIE WHISKY |
| Category | C03. Omni-Channel Storytelling |
| Entrant | MCCANN WORLDGROUP TAIWAN Taipei, CHINESE TAIPEI |
| Idea Creation | MCCANN WORLDGROUP TAIWAN Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Jeff Wen | McCann Worldgroup Taiwan | Account service |
| John Chang | McCann Worldgroup Taiwan | Account service |
| Kiki Tseng | McCann Worldgroup Taiwan | Account service |
| Yvonne Chiang | McCann Worldgroup Taiwan | Account service |
| Joe Chen | McCann Worldgroup Taiwan | Account service |
| Five Lai | McCann Worldgroup Taiwan | Senior Art Director |
| Jaslyn chen | McCann Worldgroup Taiwan | Senior Art Director |
| Dexter Yen | McCann Worldgroup Taiwan | Creative Director |
| Gason Wu | McCann Worldgroup Taiwan | Creative Director |
| Dean Chung | McCann Worldgroup Taiwan | Senior Art Director |
| Sean Wu | McCann Worldgroup Taiwan | Senior Copywriter |
| Nita Hsieh | McCann Worldgroup Taiwan | Content and Strategy Planning |
We wanted to convey the beauty of craftsmanship, the timelessness of tradition and the art of simplicity in a digital world. For today's users to grasp - and appreciate - the concept, we knew we needed to "modernize" a piece of history, and successfully combined an old art form (paper cutting) with a current behavior (digital communication). We also launched the campaign during Chinese New Year, which was the perfect backdrop to combine tradition with modern sensibilities.
We collaborated with a famous artist who practiced the traditional art of paper-cutting. The translation of Balvenie in Chinese is “One Hundred” and “Fortune,” so we asked him to create one hundred paper cutouts of different “fortunes.” On every cutout, there was a unique blessing. We then made digital versions available so people could send them to their friends and family. We also created “The Longest Red Envelope” exhibition in Taipei, featuring all 100 cutouts, as well as producing limited edition Chinese New Year boxes as collectors' items.
Website URL | Supporting Webpage