HONG KONG – To welcome the Year of the Tiger, WPP creative company Superunion has created an online game for everyone to enjoy. Playing on the use of words, the agency created a “tiger machine” (inspired by the Chinese name for a slot machine) that generates a unique “lucky cat” design for each player – attracting good fortune for Superunion clients, teams, friends and family.
When the tiger’s paw (lever) is pulled, the “tiger machine” randomises a design – head, body, and plaque – each coming from a different original artwork, to make a unique combination of colour and pattern. Custom tools allow the players to art direct their own background, creating a personalised festive greeting to download and share with friends and family.
The 18 original 3D artworks were created by Superunion teams across Asia, including Thailand, Singapore, Beijing, Shanghai, Shenzhen and Hong Kong.
Tim Brown, creative director, Superunion Asia, said, “The Lunar New Year is a great opportunity to come together and work on something fun, to put a smile on people’s faces – something we all need more than ever. We wanted to create an interactive, sustainable and shareable way to celebrate the Year of the Tiger. Wishing you all good luck for the year ahead – Kung Hei Fat Choy!”
Every year, the Superunion Asia team creates a seasonal Lunar New Year greeting that is more than an e-card or a physical gift. By drawing on characteristics of the Chinese zodiac animals, Superunion develops creative experiences for clients and friends to share and enjoy.
To play the game and create your own Tiger greeting please visit the link here: https://www.superunion.com/cny2022/
CREDITS
Digital Designer: Paola Demichelis
Senior Designer: Kitty Chan
Creative Director: Tim Brown
Design Director: Fu Le
Creative Digital Director: Jessica Tan
Strategy Director: Cecylia Grendowicz
Client Manager: Eugenia Chui
