Background

More than half of Shangri-La’s 100 hotels are based in mainland China and more than 60% of their guests globally are ethnically Chinese. The gifting of mooncake as part of the mid-autumn festival is one of the most important rituals within the Chinese festive calendar and a multi-million dollar retail opportunity. Often a very traditional family affair or focused on business gifting, Shangri-La briefed us to challenge conventional mooncake design by creating packaging that would capture the imagination of a younger generation currently disengaged with the predictability of Mid-Autumn Festival.

Describe the creative idea (40% of vote)

The creative idea is The Constellation Collection, which brings to life the magic of ancient Chinese astronomy in a bold new light. Long before the current notions of the Chinese zodiac existed, a 7000 year old world of mystical creatures and stellar forces lit up the night sky. Ancient Chinese astronomy divided the cosmos into four hemispheres, each containing seven constellations and each governed by a sacred mythological creature. The Azure Dragon of the East, the White Tiger of the West, the Black Tortoise of the North and the Vermillion Bird of the South. Linked to the travelling position of the moon and representative of the changing seasons, The Four Symbols, as they were know, are the inspiration behind Shangri-La’s engaging new mooncake packaging. It is from here that the 2019 Constellation Collection was born.

Describe the execution (40% of vote)

We created novel, tactile packs with a sense of interactive play and re-use, while retaining Shangri-La’s inherent level of sophistication and luxury. The rotating lid of our Specialty pack allows the user to follow the moon’s lunar cycle, each step unlocking a new astrological riddle and a delectable new mooncake. Bringing a sense of anticipation to the auspicious 8 days leading up to the full moon with a unique fusion of advent calendar and mooncake giftbox. Our delightfully playful Kids pack allows young imaginations to explore and learn about the constellations of the night sky. The cylindrical mooncake packaging doubles as a ‘star-gazing scope’. Children can look through to see illuminated constellations, learning their names as they move from one constellation to the next.

List the results (20% of vote)

Through anchoring the designs in the mythology, symbols and riddles of ancient Chinese astronomy, but reinterpreting them in a vibrantly modern way, we found a way to connect with a new generation of consumers increasingly proud of China’s extraordinarily rich cultural past. The constellation collection has been brought to life across a broad activation platform including hotel retail, digital communications and interactive mobile riddle-game. It allows much engagement with the guest and consumer when they experience the magic of ancient Chinese astronomy in a whole new light.