During one of the worst financial crisis, Manulife wanted to send out a Chinese New Year card that will offer light entertainment, as well as a silver lining amidst the looming clouds overcastting the financial industry.
The Logic & Copy Direction
Taking advantage of the fact that it was the year of the rat moving into the year of the ox, we used the characters of these Chinese horoscopes to tell our story. We started the scene with a bear (to represent the bearish market) terrorizing a town and causing all sorts of havoc. The rat, who tried to help the villagers confronted the bear but because of it size, was captured by the bear. Just when all seem lost, the ox (representing the bullish market) appears and chases the bear away. Thereafter, the ox resumes his post as the keeper of the New Year and everyone comes out to celebrate.
In this project, I was responsible for Concept, Storyboard, Creative Direction and Copywriting.