Year of the Snake 2025

The Year of the Snake, like the serpent itself, represents wisdom, strategy and agility. Brands that embrace these qualities in their campaigns can emerge renewed, forging deeper connections with their audiences.

Here's how WPP agencies and clients are leveraging the moment:

AKQA: Nike’s Year of the Mamba

Nike, in partnership with AKQA, redefined tradition by connecting the Year of the Snake with Kobe Bryant's Mamba Mentality. While the holiday typically emphasises rest and fortune, the campaign focused on relentless effort and determination.

The Mamba Mentality Training Programme, accessible through the Nike app, challenged young players in China to “Have a Hard Year” ahead. Featuring Mamba challenges, which included skill drills and motivational tasks, training programmes, rewards and exclusive access to the Year of the Mamba collection, the programme served as a tribute to Kobe's legacy.

Design Bridge and Partners: Snake Game

To celebrate The Year of the Snake, Design Bridge and Partners created a playful fortune-telling game. Guide your snake through a delicious landscape of snacks; each snack you eat will reveal an exciting prediction for the year ahead. Play the game here.

VML: Oreo’s A Playful New Year Together

Recognising the desire for playful connections with loved ones, VML and Oreo transformed the brand’s iconic “twist, lick, dunk” ritual into a festive tradition.

Limited-edition red Oreos with a special flavour symbolised “twisting” away from boredom. Digital activations, including interactive games and social media challenges, further amplified the message, offering opportunities to “draw luck and fun” and providing exclusive perks that encourage togetherness.

Wavemaker: Perfetti Van Melle’s Bring Hearts Home, Hand Out Candies for Love

Tapping into the emotional connection consumers have with their homeland, Wavemaker and Perfetti Van Melle created a heartwarming campaign, Bring Hearts Home, Hand Out Candies for Love.

This five-year initiative, which began with a high-speed rail partnership in 2021 and expanded to include China Southern Airlines in 2024, continues to grow in 2025 with a multi-channel approach encompassing railways, airlines and highways, reaching travellers during the peak travel season. By distributing candies and New Year blessings, such as personalised messages of love and prosperity, the campaign encourages everyone to become “Candy Diplomats”, spreading happiness and sweetness.

EssenceMediacom: M&Ms’ Share the Joy This New Year

As people travel home to celebrate the Year of the Snake, EssenceMediacom and M&Ms wanted to help younger generations handle the sometimes-awkward moments that naturally arise when families come together.

Witty ads suggesting light-hearted retorts to questions like “When are you getting married?” aim to ease tensions and distract family members with M&Ms. Well-timed placements during peak festival moments, along with key promotional items, ensure M&Ms remain at the heart of the celebration, driving both engagement and sales.

Grey: Hong Kong Tourism Board’s Endless Joy

The Hong Kong Tourism Board (HKTB), in partnership with Grey Hong Kong, will showcase the ‘Endless Joy’ float – a breathtaking tribute to the city’s seamless fusion of tradition and modernity. This captivating float embodies the festive spirit of the Year of the Snake, symbolising a harmony of blessings and prosperity for all.