The Most Frustrating Red Packet

Agency Network: 
Published/Aired: 
January 2021

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Description

Traditionally, Chinese New Year (CNY) campaigns are all about family reunions and warm festive greetings, echoing the spring festivals’ sentiments. This year, DDB China Group changed pace with a new idea inspired by Skittles’ trademark sense of humour – known and admired by fans worldwide. The team in China infused the Skittles brand spirit in China’s most prominent festival to set the bar for engagement during the lucrative holiday season.

Turning tradition on its head. During CNY friends and family traditionally exchange paper or digital red packets with money to express their heartfelt greetings. This year, Skittles introduced a red packet with a rather frustrating difference. Instead of clicking once to unlock the cash gift, this red packet required a hefty 50,000 clicks to set free its equally epic reward: Skittles was giving away RMB50,000 to the competitor that completed the feat in the fastest time.

Digital advertisement created by DDB, China for Skittles, within the category: Confectionery, Snacks.

Advertising Agency: DDB, Shanghai & Guangzhou , China
Global Chief Creative Officer, DDB New York: Ari Weiss
Executive Creative Director, DDB Shanghai & Guangzhou: Awing Chen
Group Creative Director, DDB Guangzhou: Cary Tsui
Associate Creative Director, DDB Guangzhou: Jojo Huang
Designer, DDB Guangzhou: Reenie Zhou
Designer, DDB Guangzhou: Liv Liu
Illustrator, DDB Guangzhou: Junchao Zhong
Group Account Director, DDB Guangzhou: Wendy Zou
Senior Account Manager, DDB Guangzhou: Doris Liao
Senior Account Executive, DDB Guangzhou: Victoria Xu
DDB Guangzhou: Millie Huang
Executive Producer, DDB Shanghai: Cherry Wang
Film Director: Ning Zhou
EP, ShootingGalleryAsia: Star Hu
EP, ShootingGalleryAsia: William Wang
Producer , ShootingGalleryAsia: Ryan Li
Dop: Yoko Zha
Gaffer: Biao
Art Director: Zorana
Prop Master: Panda
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