Chinese New Year is one of the most important celebration in Indonesia due to the large populace of Chinese people in the country. Regarding to this, Bintang is also celebrating the moment by launching a limited packaging every year.

Riding on the hype of murals, the visual became the merger of Chinese painting and murals with modern vibrant colours. The product was emphasized by having all the Chinese symbolic elements surrounding it in the center. Bintang CNY limited packaging also came with domino card and angpaos. This didn't limit us to go only for the limited packaging but also to on-ground activations and social media.

To promote the new limited packaging, we released a video about the story behind the packaging on social media. We used it as a CTA to buy the product and to attract audience. The video displayed in most regions in Indonesia that have many Chinese population as its main target.

Moving on to CNY 2021, although it was in the middle of pandemic, Bintang didn’t cease to keep celebrating Chinese New Year in Indonesia every year, but this year, with precaution. The Goal of the key visual is to show the festivity of Chinese New Year without having to go out side.

As always, this key visual was applied to many other materials, from limited packaging, in stores POSM, merchandises, etc.

Next, is the second version that’s mostly utilized on Bintang digital platform such as Instagram and websites. We made playful posts and gifs.