The greeting card contains a set of stickers for pasting onto orange.
To encourage better long-term relations with our clients, Alpha245 / Leo Burnett Malaysia wanted to design a Chinese New Year card to send with a basket of mandarin oranges. However, most clients typically receive cards and oranges from their business partners. So the aim was to cut through the clutter by using creativity to change human behaviour.
Mandarin oranges are usually exchanged to convey prosperity wishes during the New Year. Due to its common nature, no one gives a second thought to its symbolism. So, we changed people’s perception of the orange as just a fruit by transforming it into the Chinese zodiac animals for 2010 & 2011 – the Tiger and the Rabbit. We designed a greeting card containing assorted stickers of eyes, ears, etc. which our clients could use to decorate the oranges to resemble a Tiger and a Rabbit, before giving them to family and friends.