Lifebuoy took ownership of the traditional celebration during Chinese New Year (19 February) to re-establish its 'germ-free' promise.
An campaign conceptualised by BBH Shanghai saw Lifebuoy creating ‘red packets’ (hong bao), in which elders offer money to their loved ones as part of the festivities, and distributing them. The envelopes have been made from anti-bacterial soap, so that after the exchange of (currency) notes, they can be used as soap. In effect, the campaign elevates paper soap to be a seamless part of the celebration.
A note alongside the video (above) on the campaign claims that each year, US $ 5bn is exchanged during the festival, carrying with it an exchange of germs – for which the Lifebuoy ‘red packets’ offer a solution.
Agency: BBH Shanghai
Project: Happy Germ-free Chinese New Year
Creative director: Johnny Tan