Campaign Key Visuals Design, Red Pockets Design, VM Window Display Designs, Printing And Production Management
Chinese New Year is one of the most festive customs in Asia, dating back to 14th Century B.C in the Shang Dynasty. Since then, red packets has been an essential part of this tradition, within which tokens of care are shared. In celebration of Chinese New Year, we collaborated with Audemars Piguet to create a full set of red pockets and window display designs. Launched in twelve cities around the world, this campaign, similar to Chinese New Year itself, crosses continents and unites celebrations.
Our design concept stems from the historic Chinese “Ping Feng”- namely the decorative folding screens on which fine art was painted. In the lucky palette of red and gold, we created a series of elegant artworks on each panel to represent a traditional festive greeting, joint together in a golden mountainous silhouette, inspired by brand’s origin in Le Brassus Switzerland. The window displays similarly exhibit a festive flair, with a circulating sun depicting the return of the festive seasons, and flying cranes in motion highlights the perpetuation of seasons and time.