The best of the CNY campaigns | The Giles Agency


We asked three members of our team with very different perspectives – editor and lead of our English team in Hong Kong, Peter Cowell, senior designer Esther Yeung, and our art director, Kannis Ho – to select a few campaigns that have caught their eye(s) this Chinese New Year.

What makes them so distinctive?

Kannis opted for a campaign from French candy boutique Sugarfina, Esther chose one from communication product supplier Antalis, and Peter selected Carlsberg



Sugarfina is a luxury French candy boutique with an overseas shop in Hong Kong. Their CNY campaign this year combines the traditional Chinese lion emblem with a modern geometric pattern, using contrast and bright colour to enhance the lively spirit and energy of Lunar New Year.  

The lion graphic is simple and clean; we seldom use blue on CNY, but Sugarfina opted for sky blue in its colour palette, which actually offers a fresh, unique backdrop for the whole graphic, helping their whole design to stand out from the crowd. Their CNY promotion is also comprehensive, and runs across packaging, their window display, showcases, social media and even red packets — everywhere! A great example of cohesion between branding, communication and design.


Carlsberg (Malaysia)

This year, Carlsberg’s Chinese New Year campaign for Malaysia exclaims that “Prosperity Begins With A POP” — and I, for one, reckon there’ll be a lot of popping going on. I may not be a huge fan of the beer itself, but for me this campaign is a dead-set winner. Why? Two things: sheer scale and classic copywriting.

It’s fair to say that Carlsberg has gone all-out, here. They’ve got offers galore, including grocery giveaways, personalised predictions from celebrity fengshui consultants, mahjong prizes and, of course, beer vouchers for pubs and bars. And it’s all served up on your favourite digital and print channels, and splashed across venues everywhere.

For me, what really makes this campaign memorable is that it’s carried along by the classic “probably the best…” strapline. Carlsberg has been using it for years in the format: “If Carlsberg did X, it would probably be the best X in the world”. Whether you find it just as refreshing as you did the first time you heard it, or even a little tepid and flat, you’ve got to admit that it works — especially across different cultures. Strong creative ideas have staying power, and the 2019 CNY Malaysia campaign is yet another iteration of this successful trope. 

Anyway, who could resist entering a competition to win “probably the best electronic mahjong table in the world”?  Not me, that’s for sure. I’ll see you at the bar. Or on second thoughts, probably not.



Antalis is a leading distributor of professional paper, packaging and visual communication products. They always find different local designers to design their paper samples. For CNY this year, they showcased a set of beautiful hexagonal red envelopes

They use different colours, designs, illustrations and finishes to show the quality and possibilities of their paper products, and the folding and structure of their red packet design is quite new to the market. As well as being very visually appealing, this CNY packaging is a smart move for Antalis. Its sturdiness and uniqueness is a great advert for their products, and well demonstrates the different textural finishes they offer (embossed, debossed and so on).


Have you especially enjoyed a brand’s CNY campaign this year? If so, please share! These examples demonstrate the immense power of bringing together creative design and the principles of effective communication to reach audiences and promote your brand. Our team of comms experts is always here to help with any and every project you have in mind – so don’t hesitate to get in touch if we can help you reach your goals this CNY.