Lion & Lion releases The Chopsticks of Roaring Fortune to welcome the Year of the Tiger
Lion & Lion has unveilled ‘The Chopsticks of Roaring Fortune’, a pair of super-sized chopsticks, specially designed to take prosperity tosses to the next level this Chinese New Year. The short film was directed by Cardin.
Prosperity toss, or lo hei in Cantonese, is a staple ritual during Chinese New Year gatherings in Malaysia and Singapore. The tosses are performed using chopsticks with Yu Sheng – a salad comprising a mix of ingredients that symbolically represent blessings and good fortune. The aim of the lo hei is to mix the ingredients together by scooping them up with one’s chopsticks and raising them as high as possible. According to local Chinese tradition, the higher the toss, the more luck one receives throughout the year.
At 128 centimetres, the Chopsticks of Roaring Fortune are almost five times longer than an ordinary pair of chopsticks. While some improvisation in tossing technique is needed, the extra long chopsticks will extend their user’s reach and allow for higher tosses of the Yu Sheng, and a more bountiful Year of the Tiger for the user.
Complementing their extreme length is the exquisite craftsmanship that went into the making of the chopsticks. Each Chopstick of Roaring Fortune has a delicate and smooth gold finish, as the auspicious colour may further aid in the generation of good fortune. A roaring tiger ready to pounce graces the base of the sticks, while the character 寅, referring to the Year of the Tiger, is carved onto the caps. The pair of sticks comes packaged in a red paper sleeve, as the colour red is also considered to be a lucky colour for the new year celebrations.
“As a creative digital network that is deeply rooted in Asia, we believe in finding fresh and fun ways to celebrate key occasions of the year with ideas that engage and entertain. Our super-sized Chopsticks of Roaring Fortune marries our respect for tradition, the festive spirit of Chinese New Year, and our heart for innovation to wish all greater heights of success in the Year of the Tiger,” says Cheelip Ong, Regional Chief Creative Officer of Lion & Lion.
Lion & Lion collaborated with production house Directors Think Tank on a short film to reveal the supersized chopsticks. The film utilised elements of comedy and suspense to tell the story of the Chopsticks while also delivering a warm new year’s greeting.
“The idea is fairly simple. The Chinese community in Malaysia and Singapore believe that the higher they lo hei, the more luck they’re inviting home. Hence, we thought of building this giant pair of chopsticks to allow them to ‘lo’ higher than everyone else, even beating the previous year! This fun idea comes from true insight as members of this community, and that ability to turn the insight into creative expression is important for us in Lion & Lion,” shares TattHo Chow, Creative Group Head at Lion & Lion.
Credits
Creative Agency: Lion & Lion
Regional Chief Creative Officer: Cheelip Ong
Creative Directors: Hans Lee, Jonn Dogra
Creative Group Heads: TattHo Chow, Adrian Ng
Art Directors: Adrian Ng, Beh Rhui Yee
Senior Copywriter: Brandon Pereira
Chinese Copywriter: 王志立
Project Manager/ Senior Comms Manager: James Lim
Production House: Reserve Tank
Porsche Runner: Rajay Singh
Director: Cardin
EP: Shu Ying
Producer: Musa
Secret Agent 1st AD: Chevie Law
Gangster 2nd AD: De Shen
DOP: Nicholas Chin
Focus Puller: Meor
1st AC: Sandra
2nd AC: Sky
Key Grip: Big Man
Gaffer: Tek Nam
Best Boy: Tim
Best Boy: Arman
Art Director: Donaldson Wong
CEO of Production: Zin Yi
Wardrobe: Wardrobe Room
Make-up Artist: Yaya
Soundman: Vivian
Medic: Zul
Post Producer: Siva
Offline Editor: Cardin
Colorist: Katelynn
Online Artist: Sara
Online Artist: Syed Aadlie
Audio Mix: Rodney
