Huat: The Scent of Money
Client: DBS Bank
Press: The Drum, Its Nice That, Daily Vanity, Campaign Asia, Ad Age, Little Black Book, Mothership SG
Receiving Ang Baos aka red packets is a tradition many look forward to during the Lunar New Year.
As Southeast Asia’s largest digital bank, DBS created QR Ang Baos as an ode to that. However, we found that many people were not using it because it lacked feeling.
In particular, the feeling of huat — a Hokkien expression of the Chinese word “發” (fā) that means “prosperity”. So we made Huat Eau De Parfum to evoke exactly that with the smell of crisp new notes.
As Southeast Asia’s largest digital bank, DBS created QR Ang Baos as an ode to that. However, we found that many people were not using it because it lacked feeling.
In particular, the feeling of huat — a Hokkien expression of the Chinese word “發” (fā) that means “prosperity”. So we made Huat Eau De Parfum to evoke exactly that with the smell of crisp new notes.
Chief Creative Officer: Nicholas Ye
Creative Director: Angie Featherstone
Art Director: Jaron Ngoh
Copywriter: Sarah Marie Goh
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