Watch a video of the campaign conceptualised by BBH Shanghai here.
Today, 19 February, is Chinese New Year. Taking ownership of a key part of the traditional celebration is Lifebuoy, while re-establishing 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
Project: Happy Germ-free Chinese New Year
Agency: BBH Shanghai
Creative director: Johnny Tan
