Our Story

The East culture seriously promotes the carp jumps over the gate to become dragon. This presents a lot of effort, luck and move themselves breathtaking to get what they target and aim to achieve. The Carp is presenting persistence, bravery when it swims upstream with so much durability and effort toget over the dragon’s gate. The dragon is considered as spiritual creature for power, authority and respect. The image of the carp turning into the dragon is the power symbol of renovation and continuous developing.

Moodboard

The visual with six different visualizations represents for six periods of the carp with strongly efforts, challenge taken to turn into the dragon. Each of visual brings out the meaning of growing and achieving within 12 months that is a metaphor of successful and achievements.

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Wall calendar
Successfully leaps through the Dragon’s Gate, a carp will transform into a dragon creating rain that fertilizes soil, maintains verdant plants, thus, bringing vitality to all beings. Therefore, the transformation of a carp into a powerful dragon is used to symbolize peace, abundance and prosperity. It also represents advancement in education and career, as well as fortune in business.
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Keyvisual Tet 2019 - The carp changes to dragon
Client: Eximbank
Creative Agency: Comma Media
Location: Ho Chi Minh, Vietnam
Graphic: Anh Ho, Thien Le, Lai Le
Photographer: Hee Phan