#DOLuckDifferent this Lunar new year
Insight:Many Singaporeans equate financial wealth with having good luck, especially during Chinese New Year where many people wear clothes in their lucky colour or read up about their zodiac signs.
But for many Gen-Zs, they have moved past that. They’re already more invested in knowing how to take the next step to achieve their goals in life.
And, truth be told — your financial wealth doesn't have to be determined by your luck. We have so many success stories from Gen-Z hustlers who prove this point.
Visual Approach
We merged traditional CNY greeting posters with a touch of modern graphic design. Using notable chinese characters as part of the design element, we give CNY a fresh new look on social.Execution
Using relatable stories of everyday people who have defied the conventional notion of luck to carve out their own paths, let's convince Singaporeans that they can do luck differently through financial planning and wealth accumulation.
Using typical scenarios that occur during Chinese New Year, we showed our audience the different ways they can make luck happen while giving them an idea of what #DOLuckDifferent is all about.
Client: Prudential
Agency: VaynerMedia APAC
Creative Directors: Lay JY
Art: Azlan Tengku
Copy: Jingwen Thng
Creators: EngTat Liew
DoAgbaoDifferent: Our KOLs took it to social to share some words of “luck” on how our followers can #DoLuckDifferent