The National Heritage Board (NHB) launched the 2026 Museum Roundtable (MR) Lunar New Year Hongbao Campaign to promote public awareness of Singapore’s museums and drive festive-period visitation.

Splash was commissioned to develop a Horse Zodiac (2026) central character, which was then adapted into 50 customised red packet designs representing each participating MR institution. These designs were supported by a full suite of publicity collaterals, including mini leaflets, posters, and social media assets.

By transforming red packets into collectible cultural items, the campaign encouraged families and visitors to explore multiple museums, strengthening the MR brand and reinforcing museums as engaging, accessible heritage destinations.