Newsletter
Lunar New Year Campaigns From Nike, Heineken, Gucci and More
Plus: Hong Leong Bank, Mr. DIY and FairPrice
As the Lunar New Year approaches, grandmothers are pulling out their favorite recipes, parents are stuffing red envelopes, aunties are sharpening their barbed comments and sons and daughters are making travel plans. It’s also the time when brands roll out their best spots. Curated by Muse sibling Ads of the World.
Nike, ‘Lunar New Year: The Great Chase’
Agency: Wieden+Kennedy Shanghai
The cherished tradition of gifting Red Envelopes during Lunar New Year is a symbolic gesture of goodwill and fortune practiced by most Chinese communities. In this spirited story, a determined young girl, armed with her Nike running shoes, turns the customary back-and-forth into an action-packed pursuit, sparring playfully with her equally relentless aunt. The result? A heartwarming and high-energy celebration of family, culture and the power of persistence.
Hong Leong Bank, ‘Beyond Winter, Spring Awaits’
Agency: M&C Saatchi Malaysia
Follow the inspiring journeys of Kah Chun, founder of a world-champion lion dance troupe, and Leona Chin, a trailblazing race car driver, as they defy the odds in pursuit of their dreams.
Heineken, ‘Festive Celebrations’
Agency: Le Pub APAC
The festive season is a time to reconnect and celebrations are best without the buzzing and dinging of phones. This work centers around an aunt and her nephew who habitually find themselves checking socials and doom-scrolling. Oblivious to the feasts, flirtations and fireworks taking place around them, the duo develops a simple way to snap each other out of their tech-induced daze so they don’t miss out on the fun.
Mr. DIY, ‘The Family Trial’
Agency: FCB Shout
Why would the warm reunion of Chinese New Year turn into a courtroom battle? In the poignant and funny tale below, a father and son face off, with tensions running high and reconciliation seemingly impossible. Yet, beneath the surface of their conflict lies an unspoken bond—a testament to the enduring strength of family love that transcends words.
Gucci, ‘Chinese New Year 2025’
Agency: Gucci Creative Team
At the heart of this campaign is a tender image: two people, over the course of a decade, exchanging glances through a window and forging unspoken bonds that endure amid the rush of modern life. The scene serves as a subtle nod to those links that transcend time and distance.
FairPrice, ‘Love Prospers in the Little Things’
Agency: Homeground United, Omnicom Production, TBWA\Singapore
From ensuring the cookies don’t burn to overseeing a dramatic fashion choice and rehearsing the traditional greeting, Mi Bao, the beloved family cat, becomes the thread that ties together the simple yet meaningful chores and rituals of Lunar New Year. Through Mi Bao’s eyes, the campaign captures the essence of traditions, showcasing how even the smallest moments contribute to the joy and togetherness of the celebration.
