Case Film
Case Board
Creative Assets
TBWA KUALA LUMPUR
Golden Scoop Sdn Bhd
Food & Beverage
Chinese New Year is a time for reunion, but it is also a time of gifting because visiting empty handed is frowned upon. Food items with profound symbolism are often exchanged, but ice cream? Not really.Though the Baskin-Robbins variety pack contains abundant flavours for everyone (18 to be exact, mega prosperous!), it still wasn’t enough. So how could we make our regular variety pack a must-have for CNY?
By transforming it into a dragon. As CNY 2024 was the year of the dragon, we redesigned our variety pack to look like a chinese dragon. Iconic elements of the brand, such as their famous pink spoons, logo and the ice creams themselves, were carefully incorporated into our new design. As each pack size represented a different part of the dragon, this innovative design intuitively encouraged customers to purchase more 6 packs (the body) so they could create their own long Lóong.The Lóong Pack was well-received as social media and in-store experiences came together to raise awareness and sales. The redesign transformed our variety pack into the ultimate prosperity gift to give when visiting during CNY.
Chief Creative Officer: Yee Wai Khuen
Deputy Executive Creative Director: Fazlee Sabbaruddin
Creative Director: Kenny Pang
Junior Art Director: Koh Xian En
Junior Graphic Designer: Lee Yen Yee, Chloe Chai
Junior Copywriter: Mika Chen, Destiny Naidu
Head of Production & Studio: Andy Ng
Senior FA Artist: Ivy Chan
Videographer/Editor: Bryan Loh
Content Executive: Megat Arezza
Junior AV Producer: Mujib
Executive Producer: Noelle Goh
Account Director: Etain Chow
Associate Account Director: Nicklaus Lam
Senior Brand Director: Jerry Lim
