30s TVC in Traditional Chinese
Cultural Insight
Fish is an auspicious symbol in Chinese culture, because the word for "fish" shares the same pronunciation as "prosperity" or "surplus" in Chinese. While the blessing "We wish you a year of surplus" may sound unusual in English, it's a traditional Chinese expression that conveys the wish for a bountiful and prosperous year.
Creative Execution
Fish symbolize wealth and abundance in Chinese culture. There’s an idiom, "a lot of fish coming in succession" (魚貫而入), which describes a large number of people or things arriving in an orderly manner, similar to how fish swim in one after another. This expression is used in the TVC to highlight and symbolize the abundance of TELUS rewards.
Additionally, in Chinese, a long queue is often referred to as a "long dragon." To tie in with the Year of the Dragon, this phrase is incorporated to complement the imagery of fish swimming in, creating a playful blend of language and visuals.
Beyond TVC, we launched a full scale campaign spanning social media posts and OOH, in Chinese and English, to drive both online and offline traffic.
Red Packet Design Collaboration with Local Artist
As part of the annual Lunar New Year campaign, our agency is asked to design red packets every year, which TELUS distributes to the public at its stores across Canada during the festival. For 2024, we proposed a fresh approach: collaborating with a local Asian artist to design the red packets. This collaboration not only aligns with the spirit of Lunar New Year by celebrating community and cultural heritage but also allows TELUS to support local Asian talent, fostering a deeper connection with the communities.
From shortlisting and briefing the artist to reviewing the artwork, our team serves as the bridge between the artist and the client (TELUS). We partnered with Paige Jung, an illustrator from Vancouver with Chinese heritage. Her illustration features a dynamic scene of a soaring dragon chasing a lantern, symbolizing fortune and success. Incorporating TELUS brand colours, this fresh take honours tradition while embracing innovation, much like how multicultural communities celebrate their culture across Canada.
The red packets were distributed in TELUS stores in Alberta, Vancouver, Toronto and Montreal during Lunar New Year, making the campaign a resounding success.
Read more about the project here.
From the first draft to final version
Final Product in CMYK + gold foiling
