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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

FORTUNE FAVOURS THE POSITIVE

Short List
ClientDENTSU UTAMA
CategoryA06. Self Promotion
TitleFORTUNE FAVOURS THE POSITIVE
Product/ServiceADVERTISING AGENCY
Entrant Company:DENTSU UTAMA Kuala Lumpur, MALAYSIA
Design/Advertising Agency:DENTSU UTAMA Kuala Lumpur, MALAYSIA
Credits
Name Company Position
Hisham Sahudin Dentsu Utama Creative Director
Yap Sean Poh Dentsu Utama Senior Art Director
Sia Sin Lin Dentsu Utama Designer
Ong Sue Yin Dentsu Utama Copywriter
Alicia Goh Dentsu Utama Copywriter
Jeremy Ng Dentsu Utama Copywriter
Jonn Dogra Dentsu Utama Copywriter
Wong Fok Loy Dentsu Utama Head of Studio & Production
Ooi Beng Kiat Dentsu Utama Production Manager
Stephanie Lai Dentsu Utama Studio Manager

Brief Explanation

The challenge was to impress upon the recipients the credo of the company, and how it sits in well with the fortune-seeking spirit of Chinese New Year. And to express this connection within a design piece that also doubles up as a direct mail package that instantly resonates with the exuberance of the festive season.

Describe the brief from the client:

The objective was for the company to send out Chinese New Year greetings to clients, potential clients and all other business partners. And at the same time, to impress and re-impress upon them the company credo of “Think Positive”.

Description of how you arrived at the final design:

Chinese New Year is predominantly about prosperity. And it’s the season for telling fortunes. This psyche led us to a borrowed interest: the traditional and often consulted FORTUNE STICKS. The design equity considered all the craft, colours and merriment of Chinese New Year mores and custom and the sticks foretell of things the recipients will face BUT with a caveat: always look on the bright side of situations, no matter what they are.