Lunar New Year goodies: APAC's Year of the Snake campaigns

As any reader of our forecast blog will have realised by now, we can expect more AI than ever in campaigns this year—and it is already making its presence felt in Lunar New Year campaigns. 

However, agencies and brands are not quite done with the time-honoured themes of the season: family, sentimentality, togetherness, celebration, and even the odd dose or two of oddball humour to lighten the mood a little. 

Keep checking back as we update this list of the best work for Lunar New Year 2025.

Campaign: 'Save the music'
Brand: Apple iPhone 16 Pro
Agency: TBWA Media Arts Lab (SEA)

While a lot of Lunar New Year advertising go for soft sentimentality, a new film from Apple aimed at the Vietnam market goes in for a more visceral impact. Part of its ongoing ‘shot on iPhone’ campaign, a music video for Vietnamese Gen Z pop star Wren Evans makes for a rather unusual Tết celebration. The film focuses on Wren’s love for music and pride in Vietnam’s creativity. The film is directed by C Prinz who has also created music videos for artists like Billie Eilish and Carli XCX, and is shot entirely on the new iPhone, doubling up as a showcase for its many technical features.

Campaign: 'Wealth'
Brand: RHB Banking Group
Agency: FCB Shout

‘Wealth’ seems like the most obvious subject for a bank to create a commercial around. However in keeping with the tradition of RHB Bank’s Lunar New Year films, the year's campaign created by FCB Shout digs a little deeper to posit that the true measure of wealth is not just a material legacy, but about contributions to society that have a lasting impact. The campaign tells the true story of Tan Swee Ban who put his life, career, and even health on hold to create Peace & Harmony home, a centre for senior citizens in Penang Malaysia.

Campaign: ‘The wish’
Brand: McDonald's Malaysia
Agency: Leo Burnett

The hero of this commercial is a young girl with a long history of embarrassing gaffes while trying to wish her grandmother for Lunar New Year. The film is built around the theme that heartfelt wishes are the best, taking a rather forgiving view of wish-related faux pas. 

“In our 30th year featuring the Prosperity Burger during the Chinese New Year season, we didn’t want just to create another product-centric film", added Azman Mohammad, senior brand director, McDonald’s Malaysia. He continued, "We worked with our partners at Leo Malaysia to unlock a deeper meaning to the customs behind our reunion with elders." Jeff Ho, associate creative director, Leo Malaysia added, "We hope it reminds everyone that it’s not about using fancy words or big gestures; it’s the sincerity and love behind them that truly matter.”  

Campaign: ‘Festive celebrations’
Brand: Heinken
Agency: LePub Singapore

This Lunar New Year campaign is the first from Heineken to run in multiple markets including Vietnam, China, and Singapore. The aim of the campaign: to get people to put their phones away and be more present for celebrations and nudge people towards more authentic human connections.

Campaign: ‘Once upon a CNY’
Brand: Singtel
Agency: Akanga Films

Singtel’s latest Lunar New Year films taps into the ongoing trend this year of AI in everything. Through the course of the film, a woman crafts the perfect Lunar New Year celebration with a little help from an AI-chatbot. Read our full impression of the film here.

Campaign: ‘I made a mixtape for you’
Brand: Apple iPhone 16 Pro
Agency: TBWA Media Arts Lab Shanghai

The eighth Apple iPhone film for Chinese New Year is directed by Michael Gracey whose filmography includes The Greatest Showman and the recent Robbie Williams biopic Better Man. A heartwarming tale steeped in 90s nostalgia. Ad Nut weighs in on the film here.

Campaign: 'Flavours That Bind'
Brand: Lee Kum Kee
Agency: DDB Hong Kong

Lee Kum Kee's first-ever global campaign arrives just in time for Lunar New Year. The film aims to  capture the universal themes of togetherness, tradition, and shared culinary experiences that define the annual festivities. Read the full review here. 

Campaign: 'Huat Heist'
Brand: KFC
Agency: RGA Singapore

KFC Singapore's cereal chicken has re-emerged in time for Chinese New Year and the brand launched a nationwide 'heist' where secret digits are hidden across bus stops, train stations, KFC outlets, and social media. The lucky person who finds all eight digits, arranges them in sequence according to clues released on social media, and unlocks a physical vault stands to win thousands of dollars. No need for red envelopes.