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In celebration of Chinese New Year, we collaborated with Audemars Piguet to create a full set of red pockets and window display designs. Chinese New Year is one of the most festive customs in Asia, dating back to 14th Century B.C in the Shang Dynastry. Since then, red packets has been an essential part of this tradition, within which tokens of care, such as money, chocolates or gold coins are shared.
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 set of elegant and symbolic artworks - Each panel represents 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 full, festive flair, with a circulating sun depicting the return of the festive seasons; flying cranes in motion highlights the perpetuation of seasons and time.
Launched in twelve cities around the world, from Hong Kong, China, Singapore, to U.S. and more, this campaign, similar to Chinese New Year itself, crosses continents and unites celebrations, bringing heightened brand awareness and positive emotive CRM with this unifying festive campaign.