DIYCNY 

CLIENT: TBWA SG

During Chinese New Year, our desire to buy new festive outfits is often crushed by the practical realisation that we will only be wearing them once. This is especially relevant in 2021, where Chinese New Year festivities are markedly different from previous years due to the pandemic and social distancing SOPs. While some may find it effortless to keep up with the Lunar New Year spirit, others may find it pointless to prepare for the season.

How can we provide a practical solution especially for a festivity that calls for new clothes?

We created a range of detachable Chinese New Year accessories for everyone to transform everyday clothes into instant Chinese New Year-ready outfits. This line of accessories gives lazy and unmotivated individuals a way to quickly snap into the mood for the Lunar New Year and then snap out just as quickly. And better yet, they’re reusable and good to go just in case you’re feeling just as lazy next year. And we haven’t forgotten your beloved pets. Our classic brocade mandarin collar will do just fine around your canine’s neck, ensuring everyone in the household is Instagram-worthy.

All packaged up in a classic Chinese New Year cookie jar.