Campaign SpotlightPress Release

TikTok honors the tradition of Hongbao-giving in Chinese New Year ad by Fred & Fred Shanghai

SHANGHAI, CHINA — Creative agency FRED & FARID Shanghai has been appointed by TikTok to develop its campaign for the Chinese New Year. In partnership with top-tier Chinese star Andy Lau, the leading creative agency created a brand TVC and dynamic opening screen assets using remote shooting methods.

The campaign, which references the traditional Hongbao custom of giving red envelopes filled with money as a gesture of good wishes during the Chinese New Year, brings a fresh and unique approach to the practice.

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Instead of focusing on the amount of money or the mechanism of receiving the Hongbao, the campaign emphasizes the simple and heartfelt message of good wishes conveyed through a traditional Chinese letter written by Andy Lau himself.

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