MAADARUMA CNY Red Packets

Design: MAAD Creatives
Location: Singapore
Project Type: Produced
Product Launch Location: Singapore
Packaging Substrate / Materials: Paper

This Lunar New Year, MAAD Creatives has given the red packet a secondary purpose – a Daruma to set goals for 2020! Using the Daruma as an accompaniment for the Chinese Zodiac Rat, Creative Director, Max Chionh and his team bring 3 unique cultures together – fusing Chinese culture with Japanese tradition while adding a touch of local iconography with the addition of 2 Merlions.

A Daruma is a Japanese doll that symbolises perseverance and good luck, customarily used as a gift of encouragement. Traditionally, the recipient paints one eye upon setting a goal, then the other upon attaining it. MAADARUMA fulfils the same function, but instead of paint, stickers are used so you'd find a set of eye stickers on the inside of the red packet flap to help you set your goal!

Hand-illustrated and brought to life through MAAD’s expertise in digital colourisation, the custom illustration is contrasted with vintage glamour through the use of bronze paper – striking the perfect balance between the cool, the cute and the classy.

Produced as a gift for the agency’s clients, the red packets are printed in limited quantity and non-purchasable. However, 100 pieces of these red packets will be made available to the public through a Facebook contest from 4-12 Jan 2020. Contest winners will also receive a MAAD Creatives ‘Lunar New Year 2020’ postcard specially designed for its clientele. More information will be posted on the MAAD Facebook page (FB.com/maadcreatives) on how to get your hands on these exclusive red packets.