To usher in the Year of the Wood Dragon, Leo Burnett Malaysia by way of Publicis Groupe presents the Infinity Prosperity Cube.
No Lunar New Year celebration is complete without traditional greetings to wish friends and family prosperity, peace, and happiness. However, this year, the agency wanted to go beyond with greetings that could literally adapt to very twist and turn 2024 might bring.
Taking inspiration from the modular design of Rubik’s cubes, the Infinity Prosperity cube can be twisted and turned any which way to generate one of 3.6 million possible greeting permutations. So not exactly an infinite number of greetings, but certainly close enough!
Associate Creative Director, David HK Tan, said: “Traditional greetings are typically made up of 4 words or characters. And what’s so unique about the Chinese language is that no matter how these characters are combined, they’re always going to mean something.”
When delivered to the agency’s clients, the 150 Infinity Prosperity cubes will be presented in packaging reminiscent of Mandarin oranges; drawing upon another local tradition that symbolically means “gifting gold”.