How This Gift-giving Packet is Preventing the Spread of Germs for Chinese New Year
In Chinese culture, the red packet or ‘hong bao’ contains cash and is usually a gift presented by the older generation to children as an ubiquitous symbol of blessing for happiness and prosperity during Chinese New Year.
Each year, nearly US $5 billion is circulated in red packets around the world. Along with the festive exchange of money, comes the rather inevitable and unpleasant exchange of germs. One single note can contain more than 10 million harmful germs.
BBH China and Lifebuoy have created a special red packet to mark Chinese New Year - made completely out of anti-bacterial soap. After receiving their gifts of money, children can use the red packet to wash their hands; effectively killing germs and ensuring good health simultaneously.
Said Johnny Tan, Chief Creative Officer, BBH China: "Advertising is often at its best when it's not advertising. This idea hopes to provide a useful, surprising and assuring experience for moms and dads at a time when hygiene and safety is top of mind"
Said Jeff Xu, Senior Brand Manager Lifebuoy China: “This wonderful little campaign celebrates the Chinese New Year with a fundamental value of Lifebuoy’s – stay one step ahead of infections. We hope our message of good health will spread along with our soapy red packets!
Creative Agency: BBH China