BSN tells Malaysians ‘fortune favours the savers’ with money box made from print ads

Chinese new year adAd agency Lowe has created a series of print ads that can be cut out of newspapers and made into goat-themed origami money boxes for client Bank Simpanan Nasional to encourage Malaysians to save their money around Chinese New Year.

The idea tallies with the bank’s ‘savings through responsible spending’ positioning with the slogan ‘Fortune Favours Those Who Save This Chinese New Year’.

The ads come with instructions for how to fold the print ads into money boxes.

The idea emerges a few months after Lowe created a series of print ads in the form of wrapping paper for the same client around Christmas time.

Puspa Marina Dato’ Haji Omar, senior VP and head of strategic communications at BSN, said: “The idea behind this series is to demonstrate our corporate message of responsible spending with something more than just words and pictures. And because we have chosen to focus on Malaysia’s festivals, we are able to put across a serious message in ways that are both helpful and appealing for our audiences. This colourful Chinese New Year money box is one such example.”

Shukri Jai, Lowe Malaysia’s client services director, added: “Our aim is to engage people with a simple, versatile and universal idea to encourage savings. With this ad, readers can also do a little bit for the environment by using it as a money box. As an additional aspect, for the very family-focused Chinese New Year season, we hope that cutting out and making money box from this ad can also be a fun, family activity.


Bank Simpanan Nasional

  • Puspa Marina Dato’ Haji Omar – Senior VP/Head, Strategic Communications
  • Aizurra Melissa Mohamed Muzammil – Manager, Brand Communications
  • Noor Amalina Ahmad Latphy – Executive, Brand Communications

Lowe Malaysia

  • Sailesh Wadhwa – Strategy Planning Director
  • Shukri Jai  – Client Service Director
  • Fitrina Tuty Zaini – Associate Account Director
  • Hidhir Hussin – Account Manager
  • Zaidi Awang – Executive Creative Director
  • Gray Ng – Art Director
  • Eddy Nazarullah – Copywriter
  • Kevin Leng – Designer

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