Most clients receive a clutter of greeting cards and festive direct mailers every Chinese New Year, each relatively similar to the ones they got the year before. The objective was to come up with a festive communication piece that stood out and showcased the agency’s creative capabilities.

We drew parallels between the business world and a board game. Since both are played by the rules and full of ups and downs, the idea was that by changing the rules, we could transform possibilities into opportunities.

This being the Year of the Snake, we produced greeting cards in the form of a Snakes & Ladders board game pack. The twist? By inverting the snakes, our game has no downsides. So whether a token lands on a snake or a ladder, each step is a step up to the finish.

A total of 300 packs were sent to both the existing and potential clients of the agency.

Of that number, 37 were sent to various individuals in 8 different companies as new business packs. As a result, the Agency managed to secure one piece of new business and is currently in talks with another 3 companies and exploring opportunities to work together.