The brand briefed its global creative agency, Y&R, to create something "traditional, yet vibrant and deliver the company’s flair", Angelina Wong, PR & marketing manager of Virgin Atlantic told Campaign Asia-Pacific.
Y&R invited a well-known Hong Kong graphic designer, A. Yip, to create a series of nine envelope designs that combine to form a larger picture of family celebrations in that most traditional of Hong Kong settings: a ‘tong lau’ (shophouse building).
Similar to the successful "Where’s Waldo?" books, a close look reveals the familiar face of the company's billionaire founder adorning the God of Fortune bestowing Virgin Atlantic’s best wishes.
The reverse side carries a blessing for health, wealth or success, as well as a small animation when one stacks all nine envelopes and fans through them with a thumb.
The effort stands out versus the offerings of many brands, which use their annual lai see packets for nothing more than hard-sell messages and don't pay much attention to design.
Virgin Atlantic will hand out the specially designed envelopes to its trade partners in Hong Kong and China, especially travel agencies like Wing On Travel, Hong Thai Travel, Four Seas Travel, EGL, and Farrington American Express. Those companies can in turn give the envelopes out to their colleagues and clients.
To engage with the public, the brand is also featuring the designs on its Facebook page, where the first 100 people who give a 'like' and a Chinese New Year greeting message will receive redemption details to get some of the envelopes for themselves.
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