Chinese New Year, or CNY, is the biggest, most festive holiday of the year for Chinese. Ogilvy China wanted to send out a greeting that would support their leadership position while expressing innovation or creativity.

To give revellers a way to make their greetings more interesting this year, the agency created the "Fill the Sky" CNY Fireworks iPhone app. Opening the app launched the camera function, so users can add any a variety of fireworks to any scene they aimed their phone's camera—even a bunny-shaped firework, as the coming year is the Year of the Rabbit. Then after snapping a photo, a greeting in English or Chinese could be added, with options for size, colour or font. The greeting could be placed anywhere on the screen, and then emailed or sent uploaded to Weibo (China's Twitter).

The response was fantastic, as it was downloaded and used throughout China and even other Chinese populated areas which the agency didn't target, such as Singapore and Hong Kong. It received an incredible amount of press including the Wall Street Journal, NBC, Reuters, LA Business, and appearing on many 'top app' or 'top CNY app' lists for 2011, year of the Rabbit. The "Fill the Sky" app was a way for Ogilvy China to wish all users an innovative New Year. The "Fill the Sky" app supported the brand as an innovator, provider of interesting and often 'first ever' new ideas, and quality executions.The print and online media coverage = total value of the press coverage received for the "Fill the Sky" campaign was US$1.8 million. The cost of the app's production was just US$3k.