Maltesers - Lighter side of Chinese New Year (Digital + Social campaign)
With years and years of traditions and age-old festivities - Chinese New Year has lost its relevance to the younger generation and feels stale.
This year, Maltesers, with its positioning as a lighter way to enjoy chocolate, proudly introduces a lighter way to enjoy Chinese New Year - by changing the way we make New Year's greetings.
We created a chatbot that helped people create their own personalized greeting, according to their age, Chinese zodiac and preferences. An online film, featuring famous TV celebrities, was created to dramatise the need for new, fresh New Year's greetings.. Social content - our guide to making greetings, were produced to further stoke the flame. These new greetings were made into New Year's gift packets, social memes, and Whatsapp stickers for the public to share during the festive period.
Client: Mars
Brand: Maltesers
Creative Director: Kit Koh/Christopher Chan/Kevin Cheung
Copywriter: Christopher Chan/Fo Wong
Art Director: Kevin Cheung/Jeanie Leung
Account Service: Jacqueline Yu/Merry Lo
Illustrator: Hello Wong
