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Symbolism
Campaign
Ads
Turning Heads
Gen AI
Trends
ISSUE #14
Feb 25
MOI Global creatives are often asked where we get our inspiration. The answer is always the same: anywhere and everywhere.
Take a stroll through this set of head-turning art, copy, ads, literature, culture, and trends that inspire us. And some of our original work that proves we take notice of what we see, when we look around. Features images and articles from multiple online sources, shared for inspiration purposes only, not commercial use. © various owners (see URLs throughout for more information).
This year marks Year of the Wood Snake in the Chinese Zodiac – a year of transformation and wealth. In much of Asia, the snake is seen as a symbol of life, death and rebirth, 'shedding' bad energy and focusing instead on new beginnings.
According to Chinese lore, the snake was sixth across the finish line of the Jade Emperor's race, thus making it the sixth animal in the Chinese zodiac. Those born in Year of the Snake are said to be intelligent, cunning and mysterious.
Ancient Chinese mythology has been known to link snakes to themes of creation and procreation. One well-known legend across China is of the twin deities Fuxi and Nüwa, who are depicted as half-snake, half-human. The tale recounts the chaos before heaven and earth, and how they became the creators of humanity.
Image © The World of Chinese, Sun Jiahui (孙佳慧)
For years, snakes were seen as a symbol of power, femininity and divinity. But nowadays, it is often seen as a harbinger of evil and misfortune. So what changed? Modern artist Soe Yu Nwe explores this very shift in perception in her series of porcelain sculptures titled Feminine Wound – offering a modern take on serpentine symbolism in East Asia.
Image © Daily Art Magazine, Candy Bedworth
This year marks Year of the Wood Snake in the Chinese Zodiac – a year of transformation and wealth. In much of Asia, the snake is seen as a symbol of life, death and rebirth, 'shedding' bad energy and focusing instead on new beginnings.
According to Chinese lore, the snake was sixth across the finish line of the Jade Emperor's race, thus making it the sixth animal in the Chinese zodiac. Those born in Year of the Snake are said to be intelligent, cunning and mysterious.
Ancient Chinese mythology has been known to link snakes to themes of creation and procreation. One well-known legend across China is of the twin deities Fuxi and Nüwa, who are depicted as half-snake, half-human. The tale recounts the chaos before heaven and earth, and how they became the creators of humanity.
Image © The World of Chinese, Sun Jiahui (孙佳慧)
For years, snakes were seen as a symbol of power, femininity and divinity. But nowadays, it is often seen as a harbinger of evil and misfortune. So what changed? Modern artist Soe Yu Nwe explores this very shift in perception in her series of porcelain sculptures titled Feminine Wound – offering a modern take on serpentine symbolism in East Asia.
Image © Daily Art Magazine, Candy Bedworth
Embrace happiness
Central Department Store's Chinese New Year campaign cleverly celebrates togetherness through a vibrant ensemble of characters. By showcasing its offerings—ranging from stylish apparel to unforgettable dining experiences—the campaign captures the joy of a "Great Chinese New Year." It’s a masterclass in weaving aspirational retail with cultural festivity, inspiring audiences with its warm, inclusive storytelling.
Image © Central Department Store YouTube channel
Watch hereSerpentine elegance
Burberry's Lunar New Year 2025 campaign masterfully intertwines heritage and modernity, featuring actor and brand ambassador Zhang Jingyi. The collection showcases the brand's iconic designs reimagined with contemporary flair, celebrating the Year of the Snake. This campaign serves as a compelling example of how to honour tradition while embracing modernity.
Image and article © Burberry UK
Window to tradition
Gucci's Lunar New Year film brilliantly reimagines timeless traditions through a modern creative lens. The narrative elegantly juxtaposes two families connecting across generations, using a shared window as a symbolic anchor. Subtle snake motifs nod to the zodiac, while the visuals fuse rich cultural rituals with Gucci’s iconic fashion artistry. It's an inspired blend of storytelling and brand identity, offering a masterclass in how to weave heritage and style seamlessly.
Image © 肖战影音会DAYTOY•Xiao Zhan YouTube channel | Article © The Drum, Amy Houston
Watch here
Embrace happiness
Central Department Store's Chinese New Year campaign cleverly celebrates togetherness through a vibrant ensemble of characters. By showcasing its offerings—ranging from stylish apparel to unforgettable dining experiences—the campaign captures the joy of a "Great Chinese New Year." It’s a masterclass in weaving aspirational retail with cultural festivity, inspiring audiences with its warm, inclusive storytelling.
Image © Central Department Store YouTube channel
Watch here
Serpentine elegance
Burberry's Lunar New Year 2025 campaign masterfully intertwines heritage and modernity, featuring actor and brand ambassador Zhang Jingyi. The collection showcases the brand's iconic designs reimagined with contemporary flair, celebrating the Year of the Snake. This campaign serves as a compelling example of how to honour tradition while embracing modernity.
Image and article © Burberry UK
Window to tradition
Gucci's Lunar New Year film brilliantly reimagines timeless traditions through a modern creative lens. The narrative elegantly juxtaposes two families connecting across generations, using a shared window as a symbolic anchor. Subtle snake motifs nod to the zodiac, while the visuals fuse rich cultural rituals with Gucci’s iconic fashion artistry. It's an inspired blend of storytelling and brand identity, offering a masterclass in how to weave heritage and style seamlessly.
Image © 肖战影音会DAYTOY•Xiao Zhan YouTube channel | Article © The Drum, Amy Houston
Watch hereTradition’s torchbearer
Tenaga Nasional Berhad's (TNB) Chinese New Year film, "The Family Anchor," spotlights the unsung heroes who uphold cherished family traditions. Through the character of Mei, the eldest daughter determined to honour her late parents' customs, the narrative blends comedy with heartfelt moments.
Image © TENAGAofficial YouTube channel | Article © Marketing Interactive, A'bidah Zaid Shirbeeni
Watch here
AI meets tradition
Singtel's 2025 Chinese New Year film, "Once Upon a CNY," explores the integration of AI into daily life. The narrative follows Mei (another Mei), a mother overwhelmed by festive preparations, who discovers an AI assistant that transforms her chores into effortless tasks. This campaign creatively illustrates how advanced technology can enhance traditional celebrations, offering inspiration for blending innovation with cultural storytelling.
Image and article © Campaign Brief Asia, Adam Shaw
Watch here
Tradition’s torchbearer
Tenaga Nasional Berhad's (TNB) Chinese New Year film, "The Family Anchor," spotlights the unsung heroes who uphold cherished family traditions. Through the character of Mei, the eldest daughter determined to honour her late parents' customs, the narrative blends comedy with heartfelt moments.
Image © TENAGAofficial YouTube channel | Article © Marketing Interactive, A'bidah Zaid Shirbeeni
AI meets tradition
Singtel's 2025 Chinese New Year film, "Once Upon a CNY," explores the integration of AI into daily life. The narrative follows Mei (another Mei), a mother overwhelmed by festive preparations, who discovers an AI assistant that transforms her chores into effortless tasks. This campaign creatively illustrates how advanced technology can enhance traditional celebrations, offering inspiration for blending innovation with cultural storytelling.
Image and article © Campaign Brief Asia, Adam Shaw
Turning Heads™
A new year, a new
way of thinking
(What? In this case… is brand!)
Chinese New Year isn’t just a celebration—it’s a mindset shift: leaving behind old cycles, embracing new opportunities, and inviting luck and prosperity. That’s exactly what Turning Heads is about.
Most agencies follow a predictable, linear approach—passing briefs through the same departments, narrowing possibilities, and defaulting to what’s safe and familiar. At MOI, we aim to break away from patterned thinking and processes in the spirit of being not-so-B2B
Which is where Turning Heads comes in. Turning Heads is our divergent thinking methodology which enables and encourages creative thinking. It encourages us to challenge the brief, reframe the problem, and bring together a diverse mix of experts from different disciplines and regions. It creates opportunities for exploration and unexpected connections, and it results in better, more differentiated, and effective ideas and solutions.
Just like Chinese New Year inspires fresh starts, bold thinking, and new possibilities, Turning Heads ensures we never settle for ‘typical’—we create work that turns heads. Because fortune favours the bold—and the bold think differently.
So, here’s to a year of creative abundance.
(What? In this case…
is brand!)
Apple's latest Chinese New Year film, "I made a mixtape for you," isn't just good – it’s the perfect example of what happens when a brand actually understands how to celebrate cultural moments rather than just trying to participate in them.
Now in its third year, the 2025 'Shot on iPhone' CNY campaign weaves together 1990s nostalgia, perfectly chosen Mandopop soundtrack, and the universal themes of love and family, creating something that transcends its original brief. And, by collaborating with Shanghai-based screenwriter Wu Jue Ren, they've ensured their storytelling comes from a place of genuine understanding rather than something that feels like 'cultural tourism’.
”I made a mixtape for you” works on multiple levels. For Chinese audiences, it offers authentic representation and emotional resonance. For broader audiences, it provides a window into Chinese culture through universal themes they can relate to. It's cultural marketing that manages to be both culturally specific and universally resonant.
Here's the thing: cultural marketing isn't about opportunity – it's about responsibility. Get it right, like Apple has, and you create meaningful connections that transcend your primary audience. Focus on genuine human stories, collaborate with cultural insiders, and ensure your engagement adds something meaningful to the conversation.
Because when cultural marketing is done properly, it doesn't just reach audiences – it resonates with them. And that's something worth celebrating, any time of year.
Apple's latest Chinese New Year film, "I made a mixtape for you," isn't just good – it’s the perfect example of what happens when a brand actually understands how to celebrate cultural moments rather than just trying to participate in them.
Now in its third year, the 2025 'Shot on iPhone' CNY campaign weaves together 1990s nostalgia, perfectly chosen Mandopop soundtrack, and the universal themes of love and family, creating something that transcends its original brief. And, by collaborating with Shanghai-based screenwriter Wu Jue Ren, they've ensured their storytelling comes from a place of genuine understanding rather than something that feels like 'cultural tourism’.
”I made a mixtape for you” works on multiple levels. For Chinese audiences, it offers authentic representation and emotional resonance. For broader audiences, it provides a window into Chinese culture through universal themes they can relate to. It's cultural marketing that manages to be both culturally specific and universally resonant.
Here's the thing: cultural marketing isn't about opportunity – it's about responsibility. Get it right, like Apple has, and you create meaningful connections that transcend your primary audience. Focus on genuine human stories, collaborate with cultural insiders, and ensure your engagement adds something meaningful to the conversation.
Because when cultural marketing is done properly, it doesn't just reach audiences – it resonates with them. And that's something worth celebrating, any time of year.
AI redefines how cultural traditions and cutting-edge technology can harmonise. From glowing serpents adorned with intricate patterns to vibrant, festive installations, each piece exudes innovation and artistry. For creatives, these visuals exhibit how we can blend storytelling, cultural significance, and bold designs.
Images © AI-generated, Pinterest
AI redefines how cultural traditions and cutting-edge technology can harmonise. From glowing serpents adorned with intricate patterns to vibrant, festive installations, each piece exudes innovation and artistry. For creatives, these visuals exhibit how we can blend storytelling, cultural significance, and bold designs.
Images © AI-generated, Pinterest
Scent of prosperity
DBS/POSB and The Secret Little Agency created "ABUNDANCE," a Lunar New Year fragrance blending mandarin oranges, bergamot, and musk. Symbolizing joy and fortune, it showcases how brands can fuse tradition with innovation to inspire audiences through multi-sensory experiences.
Image and article © Campaign Brief Asia, Kim Shaw
Fortune in a bottle
DBS reimagines tradition with Huat Eau De Parfum, a limited-edition fragrance that fuses the festive spirit of wealth and prosperity with the emotional resonance of scent. By anchoring its essence in cultural relevance and gifting practices, DBS showcases how a bold sensory campaign can elevate brand storytelling, creating an unforgettable Chinese New Year experience that’s both innovative and deeply rooted in tradition
Image © HUAT Eau De Parfum YouTube channel
Watch here
Scent of prosperity
DBS/POSB and The Secret Little Agency created "ABUNDANCE," a Lunar New Year fragrance blending mandarin oranges, bergamot, and musk. Symbolizing joy and fortune, it showcases how brands can fuse tradition with innovation to inspire audiences through multi-sensory experiences.
Image and article © Campaign Brief Asia, Kim Shaw
Fortune in a bottle
DBS reimagines tradition with Huat Eau De Parfum, a limited-edition fragrance that fuses the festive spirit of wealth and prosperity with the emotional resonance of scent. By anchoring its essence in cultural relevance and gifting practices, DBS showcases how a bold sensory campaign can elevate brand storytelling, creating an unforgettable Chinese New Year experience that’s both innovative and deeply rooted in tradition
Image © HUAT Eau De Parfum YouTube channel
Spaces that speak
Crafting a Chinese New Year spatial experience goes beyond decor—it's about designing an immersive, multi-sensory journey that connects people emotionally to their environment. By thoughtfully blending atmosphere, context, and purpose, this concept shows how spatial storytelling can transform any setting into a canvas for cultural celebration. For creative minds, it’s a masterclass in how to evoke positive emotions through intentional design, leaving a lasting impression long after the event.
Image © Spatial.io, Moji
Festive Realms
This concept illustrates how spatial design can transform any space into an immersive celebration of heritage. It’s an opportunity to discover how intentional design can foster emotional connections and ignite a festive spirit that lingers well beyond the celebration.
Image © Spatial.io, Bamby
Spaces that speak
Crafting a Chinese New Year spatial experience goes beyond decor—it's about designing an immersive, multi-sensory journey that connects people emotionally to their environment. By thoughtfully blending atmosphere, context, and purpose, this concept shows how spatial storytelling can transform any setting into a canvas for cultural celebration. For creative minds, it’s a masterclass in how to evoke positive emotions through intentional design, leaving a lasting impression long after the event.
Image © Spatial.io, Moji
Festive Realms
This concept illustrates how spatial design can transform any space into an immersive celebration of heritage. It’s an opportunity to discover how intentional design can foster emotional connections and ignite a festive spirit that lingers well beyond the celebration.
Image © Spatial.io, Bamby
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