Netflix
Hidden Fortune: Netflix 福 (Fus) 

Every home displays auspicious Chinese characters.

During Chinese New Year, cutouts of characters like 福 (Good Fortune) and 寿(Longevity) called ‘fus’ are pasted on walls across Chinese households for good luck. Most are pasted upside-down to play on the pun of “Good Fortune Arrives”.  

When the public takes a closer look, we reveal a Netflix show or theme within the character. Shows featured within each fu tie in thematically with the symbolic meaning of the Chinese character. 

It’s a personal and direct way for Netflix to blend in, surprise and become a part of the CNY landscape. 


Client: Netflix
Agency: Zeno Group Singapore
Role: Concept, Design
Year 2018


Netflix Originals that were used to symbolise 財 (Wealth)


Netflix Originals that were used to symbolise 福 (Good Fortune)


Netflix Originals that were used to symbolise 春 (Spring)



 
Executive Creative Director: Melanie Clancy
Art Director: Wilson Foong
Designer: Wan Wen
Illustrators: Anna & Jerry