Lotus's - Wasteless Worship
(Created during my time at VML, Bangkok)
THE WHOLE CAMPAIGN IN ONE SENTENCE :
"SAVE ALL YOUR CHINESE NEW YEAR OFFERING,
SAVE ALL YOUR LUCK, SAVE THE WORLD"
Chinese New Year is a big annual occasion for Lotus's, Thailand's biggest hypermarket as Thai-Chinese families have to buy food to be used as offerings. However, more and more people, especially the younger generations start to stop celebrating Chinese New Year as they find the event complicated and wasteful since many families over-purchase worship food offerings that remain untouched after the worship ritual.
So Lotus’s introduces a holistic waste-free solution that will Chinese New Year more enjoyable and free from excess while honoring the old tradition in the form of two items:
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A return of "Lucky Tablecloth", a table cloth that works as a placement guide as well as a guide for efficient purchase!
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A new helper item "Fortune Seasoning Set", a set of seasonings and recipes that can turn any left-over into a crave-worthy dish!
The Lucky Tablecloth was initially designed and released in 2024 as an item to help the younger generations who find the worship ritual too complicated to keep on worshiping.
With a new objective, the Lucky Tablecloth is re-introduced with additional sustainable purpose of not only helping people to worship correctly but also helping them to purchase only the items they truly need for the ritual.
The Fortune Seasoning Set is the new item to further enforce the new objective. While sustainability is indeed the goal, we also add an extra push to convince people to join the campaign by expanding on the existing belief of the worship ritual --- if the offerings are lucky, then letting them go to waste would be wasting the luck!
Not only would the Fortune Seasoning Set would add in extra flavors to help everyone finish their offerings, the set would also add in extra luck to the existing ritual.
Each seasoning is chose based on both the ease of transforming an offering and the meaning based on Chinese belief.
