Spikes Asia

The Longest Red Envelope

McCANN TAIWAN, Taipei / THE BALVENIE / 2016

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Overview

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Credits

Overview

Background

We wanted to not only introduce Taiwanese people to The Balvenie, but introduce them to what makes The Balvenie so unique (traditional, timeless, handcrafted procedures). The peak season for whiskey purchasing in Taiwan is Chinese New Year, so we knew we needed to activate the campaign during this time. In Chinese New Year tradition, people give red envelopes to symbolize the sharing of blessings. Like everything else, this tradition is slowly becoming digitized, as many people are using smartphones to send virtual envelopes and stickers. This gave us an idea. Could we also use digital technology to convey the spirit of traditional craftsmanship?

Execution

We collaborated with a famous artist who practiced the traditional art of paper-cutting. The translation of Balvenie in Chinese is “One Hundred” and “Fortune,” so we asked him to create one hundred paper cutouts of different “fortunes.” On every cutout, there was a unique blessing. We then made digital versions available so people could send them to their friends and family. We also created “The Longest Red Envelope” exhibition in Taipei, featuring all 100 cutouts, as well as producing limited edition Chinese New Year boxes as collectors' items.

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