POSB Scent of Abundance
To usher in the Lunar New Year with a meaningful and multisensory experience, POSB introduced Scent of Abundance — a campaign inspired by the rich symbolism of the season. At its heart, a bespoke fragrance featuring a light, citrusy scent reminiscent of mandarin oranges, an emblem of prosperity and good fortune. This refreshing yet warm aroma symbolised the spreading of festive blessings, echoing the Lunar New Year tradition of sharing joy and abundance with loved ones.
A key highlight of the campaign was its activation at River Hongbao 2025, where the public could engage with the scent through interactive installations—deepening their connection to the brand and the festive spirit.
Client: POSB
Agency: The Secret Little Agency