The Drum Awards for PR 2022

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By Charlotte McEleny | Asia Editor

January 25, 2022 | 9 min read

Welcome to The Drum’s roundup of Lunar New Year ads for 2022. Here you’ll find all the latest ad campaigns from around the world.

It's the Year of the Tiger and around the world, people are getting ready to celebrate a new Lunar Year.

Lunar New Year is an event celebrated in a diverse range of countries around the world and, when able, it's a time that families get together. In recent years, even brands based in countries that don't traditionally celebrate have been getting in on the action.

The Drum's pulled together the latest ads from around the world, here's where you'll find them all.

Singtel

Region: Singapore

Agency: in-house

Singapore-based telco Singtel has launched its annual Chinese New Year film for 2022, carrying on the theme of family and community bonding that began in 2020.

The film, ‘The Hunt for The Lucky Tiger,’ is the third in a series about two rival families that are constantly bickering with each other, carrying on their squabbles from previous films ‘His Grandfather’s Road’ and ‘My Grandmother’s House.’

The latest film pits the Ang and Huang families against each other again, this time on the Singapore island of Sentosa, where they make use of 5G to race against each other in a remote-controlled car race.

Geneco and NParks

Region: Singapore

Singapore’s National Parks Board (NParks) and electricity retailer Geneco have come together to create a campaign that focuses on sustainability for the upcoming Chinese New Year.

The campaign, called “Change Brings Prosperity”, wants to inspire Singaporeans to put more effort into helping Singapore achieve its biodiversity conservation goals.

It does this by highlighting four of Singapore’s native flowers on red packets to showcase the conservation of local flora and fauna to restore Singapore’s natural heritage. Each red packet is illustrated and accompanied with lesser-known facts about the green spaces where each flower can be found in Singapore.

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Digi

Region: Malaysia

Agency: Naga DDB

In conjunction with the auspicious festivities and the hopes of coming back stronger, Digi and Naga DDB Tribal have launched a film to show that the brand is an advocate of ‘real people-real stories’. The film is titled ‘The Undivided Heart’.

It tells the story of Amy, a young lady who inherits the family restaurant in the most challenging of times. This leads to friction between family members who run the business with her. Ultimately, she learns that the love of family is the cornerstone in times of adversity.

Tiger Beer

Agency: Publicis One Team Tiger

Region: Singapore

Tiger Beer has signed on global football icon and leading South Korean player Son Heung-Min as its ambassador, to showcase Tiger Beer’s mission to help people uncage their inner tiger.

Son has had an interesting journey - from a South Korean professional footballer to becoming an international football icon, all the while dreaming big and never giving up in the face of adversity. This taps into the overarching message of ‘The Year of Your Tiger’ campaign theme.

Julie's

Region: Malaysia

Agency: Govt Singapore

Malaysian biscuit brand Julie’s has launched a Chinese New Year campaign that it believes will spark hope for the future.

The campaign, called ‘The Worst Feng Shui Master’ and created by Govt Singapore, includes a short film that chronicles the troubles of Master Wong, a Feng Shui consultant whose business and reputation falls on hard times when he loses his lucky jade ring.

Master Wong becomes the butt of jokes and is mocked on social media by his fiercest rival, Chan Sifu. All seems lost until Master Wong realizes hope can arrive in unexpected ways.

The film encourages Malaysians to be optimistic, and in the process discover new possibilities and new experiences.

Glenfiddich

Region: Singapore

Glenfiddich has released a specially designed pack, available to buy on e-commerce sites Shopee and Lazada, promoting the design with an immersive experience in Singapore.

Glenfiddich, part of the family-owned distiller and distributor William Grant & Sons, has unveiled a celestial-style immersive experience and limited-edition gift pack to usher in the Lunar New Year.

From 15 to 30 January, Glenfiddich will host The Cosmic Voyage, an immersive 360° cinematic experience set on the rooftop of Design Orchard in Singapore. It showcases the work from the final edition of Glenfiddich’s Ron Wang-designed trilogy series. Each of the colorful whisky pack renders pay homage to the corresponding colors on the malt labels on sale, hoping to represent the boundless future that awaits.

Glenfiddich

Singapore Ministry of Communication and Information

Region: Singapore

Agency: Grey Singapore

The Ministry of Communications and Information (MCI) has launched a warm and light-hearted 3-minute Chinese New Year film titled ‘The Visitor List’. The film, shot by director Royston Tan, highlights how Singaporeans have adapted to the uncertainties and challenges arising from COVID-19 the past year and made the best of their CNY celebrations. The central message, celebrations do not have to be big to be meaningful, rings true as these changing times help us focus on the things that truly matter.

Apple

Region: China

Agency: TBWA Media Arts Lab

To kick off the Year of the Tiger, Apple has released a 22-minute film with the story of a father, a son and a forgotten village with an out-of-this-world dream. Apple and director Zhang Meng present their latest Chinese New Year film “The Comeback”.

Carousell

Region: Singapore

Agency: Lioncat Films.

Carousell is the easy way to declutter this CNY. In a content series created by Lioncat Films, we see some light-hearted instances that may be close to home!

With chances to win $88 angbaos and of course, it’s better for the environment.

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