It’s the festive lunar new year and this time, it’s the year of the wood dragon. Here’s presenting 5 unique Chinese New Year 2024 campaigns that have caught our eye:
Apple’s short film, titled “Little Garlic”, does more than just promoting the iPhone 15 Pro Max lens. It kindles conversations around social pressures that children encounter as a result of insecurities for their appearance and achieving perfection.
The message that stuck with us throughout the video was, “Just be yourself.” This is something we do not hear everyday or say enough to ourselves. It was heartwarming to see Apple adopt an emotional approach to address such a poignant societal topic.
The scotch whisky label launches a global brand activation with a new look that submerges itself with the colors of the festival. Johnnie Walker Blue Label Lunar New Year Edition design takes on an artistic outlook to its packaging.
Envisioned and crafted by artist, James Jean, the design is symbolic of prosperity, and celebration. These unique bottles can be found across travel retails at airports.
Another brand that aims to fortify its market presence in China is Jaeger-LeCoultre with its global ambassador Jackson Yee. Its campaign, “The Best Is Yet To Come, Right On Time”, carries an optimistic outlook for the future, one that many people celebrating the lunar new year can resonate with.
What makes the ad more than just an ad is its incorporation of the cultural beliefs of Chinese New Year, making it more localized and focused. At the same time, universal ideals like hope, dreams and hard work appeal to audiences worldwide.
The iconic fashion brand’s lunar new year 2024 collection pays its homage to Chengdu’s rich cultural traditions and history, with a grand feature in the cityscape.
Adorned in auspicious-colored red drapes, the campaign is set amidst the city’s busy streets. It offers a refreshing showcase of high-end fashion through an Eastern lens.
Featuring Academy award-winning and Crazy Rich Asians actress, Michelle Yeoh, Lululemon’s short film depicts the brand’s core belief of physical, mental and spiritual well-being, through the lens of the new year ushering rejuvenation.
The commercial showcases several cultural elements such as the martial arts clothing, forms as well as a Chinese architectural pagoda and blossoms background. It pays tribute to the ancient discipline of martial arts.
Leading up to the new year, we’ve crafted some colorful and festive campaigns in collaboration with top influencers. Here’s a brief list of these if you’d like to shop for food and clothes this CNY:
We’d like to wish all who celebrate, xīn nián kuài lè 🍊 May this year bring you prosperity, happiness and good wealth 🧧