Maxis and APD Malaysia create biodegradable red envelopes that turn into plants

Digital agency APD has created biodegradable Ang Pows – red envelopes – that are embedded with seeds in a Chinese New Year campaign for Malaysian telco Maxis.

The marketing push is designed to reduce the waste created by the millions of Ang Pows which are traditionally filled with cash and posted to mark the new year, APD said.

The agency has created plantable envelopes which contain seeds of Black Eyed Susan flower, with an accompanying film that tells the story of a young boy who seeks fortune but “soon learns that true wealth needn’t have a dollar value”.

Maxis head of marketing services Sulin Lau said: “Sometimes we focus too much on the money inside an Ang Pow, and less so on the spirit of giving, of wishing happiness to those we love. This year, we thought these Plant-A-Blessing AngPows could help remind people that wealthy are we who receive gifts that money cannot buy.”

A web portal has also been created with details on how to obtain the Ang Pows.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing