Client: Glade (SC Johnson) | Category: FMCG, Air Care, Home Fragrance | Discipline: Digital, Festive Greeting Video, Social Content | Scope: Digital Video Content, Social Media Campaign, Digital Assets, POSM, Retail Communication | Markets: Southeast Asia | Ambassador: Ahn Hyo Seop | Season: Chinese New Year 2025 | Agency: Laugh Contagious Communications, Kuala Lumpur
A TVC interrupts. A performance ad converts. A festive greeting video has to do something harder than both — it has to be wanted. Chinese New Year is the most greeting-heavy moment of the digital year in Southeast Asia: brands, companies, and consumers all sending and forwarding festive well-wishes across WhatsApp, social feeds, and messaging apps. For a brand's CNY greeting content to land, it can't feel like an ad wearing a festive costume — it has to feel like a greeting a real person would genuinely choose to pass on.
Glade x Ahn Hyo Seop CNY 2025 — a festive greeting video built first and foremost to be voluntarily shared during the Lunar New Year season.
For Glade's Chinese New Year 2025 digital campaign featuring Korean actor Ahn Hyo Seop, we created a festive greeting video built for exactly that — shareability, warmth, and genuine seasonal connection. The content combines cinematic visuals, festive Chinese New Year elements, and conversational, personal storytelling to position Glade scented gels as part of a welcoming, fragrance-filled festive home. Developed across digital video, social media content, digital assets, POSM, and retail communication, the campaign balances celebrity appeal with festive relevance and product presence — designed first and foremost for digital-first audiences and social sharing through the Lunar New Year period.
Ahn Hyo Seop delivering the festive greeting — celebrity warmth made personal and conversational.
A festive TVC and a festive greeting video share a season but not a job. The TVC is built to broadcast — interruptive, polished, format-driven. Greeting content is built to travel — conversational, personal, social-native, and designed to be voluntarily forwarded by real people. The brands that win the festive digital space treat greeting content as its own discipline, not a leftover cutdown of the TVC. As a creative agency in Kuala Lumpur, we build festive digital content for Chinese New Year, Hari Raya, Deepavali, and Christmas — designed for social feeds, messaging apps, and the way people genuinely share during the season — for FMCG, beauty, and lifestyle brands across Malaysia and Southeast Asia.
Capabilities applied to this project: Glade CNY greeting video, festive digital video Malaysia, Chinese New Year digital campaign, festive greeting content design, social-first festive video, celebrity festive digital campaign, digital video content agency Kuala Lumpur, social media campaign Malaysia, FMCG digital campaign, shareable festive content, Lunar New Year digital campaign Southeast Asia.
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