Leo Burnett (LB) wanted a lunar new year card that was unconventional. Tying in with LB’s core motto “good things are meant to be shared”, the lunar new year card was created by incorporating the idea of Ang Pow into the new year card. LB had sent out the cards together with red apples which is the tradition of LB.
Each set of cards resembles the fire crackers when being opened and stretched. This card set can be torn up into 9 message cards with individual graphics that represent elements of local culture. Small message card can then be put into Ang Pow to convey the blessings of the sender.