Good fortune comes when you
share yours with the world.
MINI has always been focused on sustainability and ensuring their products make the world a better place.
Inspired by this ethos, we set out to design red packets that don’t just look good, but actually do good too.
MINI GOOD FORTUNE ANG BAO
MINI GOOD FORTUNE ANG BAO
Ditching the traditional symbols of luck and wealth, these MINI envelopes nudge people into
contributing to a better world – by donating the money they receive to a good cause.
The four different designs highlight key global issues that require urgent action such as marine pollution, land deforestation, education inequality and world hunger.
Startling facts are presented on the reverse not only to ensure the message hits home, but to empower people to realise that they too can make a difference.
A pleasure to work on this project with Pann Lim (Creative Director), Gian Jonathan (Creative Director), Astri Nursalim (Creative Director) & Wendy Aw (Copywriter).
CLIENT: MINI Asia
AGENCY: Kinetic Singapore
ROLE: Art Director & Illustrator