| Philosophy | 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. 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. |