Creative leader: Huy Huy / Design leader: Diem Quynh
Copywriting leader: Dan Quynh / Execution: Creatio Marketing Club

Project Tet is considered as the biggest creative project of the year of Creatio to tribute and honor the traditional cultural beauty of Vietnam or familiar events of the Lunar New Year such as seahorse chess, red envelopes, card games, lion dance, banh chung and banh tet,... through the image of the animal of the year.
ABOUT THE PROJECT
According to the concept of the theory of Yin Yang and the Five Elements: Metal, Wood, Water, Fire and Earth are the five basic factors that give rise to all things, in order to see all relationships in a harmonious and unified relationship. To express this meaning, Creatio chose a Tet candy box, which is an indispensable thing during the Lunar New Year in Vietnam, and a symbol of New Year's reunion.​​​​​​​
PROJECT PROGRESSION
CONCEPT
"Five Tigers" comes from the work "Ngu Ho" of the Hang Trong style paintings with the illustration of "Mr. Ba Muoi" standing out in five different colors. Each painting has meanings behind it, but the main illustration of the work is the image of Ngu Ho represent the Five Elements (Metal, Wood, Water, Fire, Earth). "Mr. Tiger" has different colors, symbolizing an Action, a geographical direction to be used to cover up the dark forces, the bad energies... 
In the middle is the Yellow Tiger (Hoang Ho) of the Earth element representing the center.
Blue tiger (Thanh Ho) belongs to the Wood element, symbolizing Spring, the town of the East.
Red tiger (Xich Ho) belongs to the Fire element, symbolizing Summer, the town of the South.
White tiger (Bach Ho) belongs to the element of Kim, symbolizing Autumn, the Western town.
Black tiger (Hac Ho) belongs to the element of Water, symbolizing Winter, the town of the North.
CANDY BOX
The candy box is handmade with formex material, divided into 5 smaller jam boxes to represent 5 regions. In addition, We has used patterns specifically designed for each area of each Tiger to decorate the jam box more eye-catching, with shapes & colors inspired by folk records.

TIGERS SCULPTURE
After a lot of research, We decided to use self-drying clay as the main material to make 5 "Mr. Tigers". In addition, other items are also hand-crafted by the hands of the Creative Department members, such as the axe, the coin of the White Tiger or the waves, the fish of the Black Tiger,...
TYPOGRAPHY
Inspired by Vietnamese traditional stamp.
The gold and red color represent the color of Tet.

POEM
Inspired by the concept, we decided to use five-word verse poem to tell the legend of the five tigers. Each tiger story also has five verses.


PROJECT SHOWCASE
BACK TO THE WORK
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