The task was to design a Chinese New Year card to send along with a basket of mandarin oranges to all LB and Arc clients. However, most clients typically receive cards and oranges from other agencies, suppliers and business partners. So the aim was to cut through the clutter by using creativity to change human behaviour.

We designed a Chinese New Year greeting card containing a special set of stickers bearing an assortment of eyes, nose, ears, etc. that could be used to decorate the oranges so that they resemble a Tiger and a Rabbit. This way, our clients could have fun turning oranges into tigers and rabbits before handing them out to family and friends. The card also doubles up as a backdrop of various sceneries for the orange tigers and rabbits should the recipient decide to take pictures of them and post them online.

Due to its popularity, we are expanding this into a series of the other 10 animals in the Chinese zodiac, which will also be sold commercially in gift stores and malls. We coined a name for this series – Harry Meow (as in Harimau – the Malay translation for tiger) & Friends. We received many compliments with requests for additional stickers. Many clients used the orange tigers and rabbits as home decor, and sent them out as e-cards from our mini site. Many even uploaded them onto Facebook and kept them as profile pictures throughout Chinese New Year.