TOMMY HILFIGER LUNAR NEW YEAR CAMPAIGN
Role: Art director
As Chinese consumers become one of the most important forces in global luxury consumption, brands in the sector are producing an ever-increasing number of special collections and artwork in honor of Lunar New Year.
I was asked to create a campaign to promote Tommy Hilfiger's Lunar New Year capsule collection. The catch? They wanted me to generate a vast amount of awareness in the Chinese market with a very limited budget.
I rose to the challenge, creating a concept and art direction, these included online campaign, social media activation and the red envelops packaging (A traditional gift during Chinese New Year, red pockets - “Hong Bao” in Mandarin, are small red envelopes filled with lucky money.) and the visual presentation in stores globally.
2018 was the Year of the Dog, the 11th position in the Chinese zodiac cycle. How could I make Tommy Hilfiger’s dog stand out, while still living within the brand identity?
The labrador retriever is America's most popular dog. I used an image of a cute labrador puppy to speak to Tommy Hilfiger's American heritage and resonate with the "Meng" culture trend (a Chinese preference for cute and cuddly things.) among young Chinese consumers. I drew neon elements to align with Tommy's Christmas campaign, and created a stylized line drawing of the Lunar New Year labrador. I then created some animations to bring the concept to life.
Window display with the digital screen in the background.
For WeChat, China's most popular social media platform, I designed a special Tommy Hilfiger labrador retreiver puppy emoji pack. Chinese consumers could use them to send Lunar New Year greetings to friends and family during the celebrations.
