Campaign India Team
Feb 20, 2015

Weekend Fun: Lifebuoy owns the ‘red packet’ this Chinese New Year

Watch the ad film conceptualised BBH Shanghai here

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.
 
Credits
 
Brand: Lifebuoy
Agency: BBH Shanghai
Project: Happy Germ-free Chinese New Year
Creative director: Johnny Tan
Source:
Campaign India

Related Articles

Just Published

21 hours ago

South Korea fines Meta $15 million over data breach

Meta faces the multi-million dollar penalty for funnelling sensitive user data to advertisers, as South Korea tightens its privacy laws.

21 hours ago

Amazon India launches Creator Central to streamline ...

The platform will roll out to over 50,000 content creators in the Amazon Influencer Program in the coming weeks.

22 hours ago

Phyllis Project: Attempting to rewrite the script ...

The initiative aims to reshape DEI in APAC, empowering women to thrive in advertising through mentorship, community, and practical training.

23 hours ago

Skoda India banks on localised marketing to ...

The automobile company will focus on localisation with a digital-first approach to establish an emotional connection with consumers for the newly launched vehicle.