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)