During the festive period, Malaysians are inundated with greeting cards and angpows (red packets containing cash gifts). We needed a design that stood out from the clutter while bringing to life our belief in ideas that take on fresh, fascinating forms.

Angpows are usually discarded shortly upon receipt. We produced an angpow set that turned them from flat, disposable packets into creative, decorative mediums. Recipients experienced this not just by opening the packet’s flap but also by unravelling the entire packet itself. Perforations along each angpow allow it to unravel completely when the flap is lifted. The angpow then becomes a stylised snake that can be manipulated into a variety of poses or used in a variety of ways - as ceremonial adornment, festive ornament and so on. Slots along the body also allow for more display variations.

Presented to clients in early February, the angpow set became so popular that the agency received many requests for additional sets, even on the eve of the festivities.