8 CNY campaigns to check out

With the Chinese New Year festivities fast approaching, brands have been stepping up their game with compelling ads that aim to celebrate the holiday spirit and make a lasting impression on consumers.

As this year marks the Year of The Dragon which is said to be the most auspicious of all the 12 zodiac animals, it is no surprise that many brands have chosen to present themes of abundance and joy this year with clever twists on tradition.

This year, MARKETING-INTERACTIVE’s inbox was filled with a mix of heartwarming brand films and jaw-dropping activations as brands celebrate the Year of the Dragon. From supermarket dragon spotting to roller-skating uncles, we have compiled a list of our favourites for 2024 below for your viewing pleasure.

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1. Apple

Ushering in the Year of the Dragon, Apple has unveiled its seventh annual film shot entirely with the iPhone 15 Pro Max to celebrate the festive occasion.

Done in collaboration with TBWA\Media Arts Lab Shanghai, the 15-minute film titled “Little Garlic” (小蒜頭) is directed by American filmmaker Marc Webb and features Chinese actor Fan Wei (范偉) in a lead role.

The film tells the heartwarming story of a young girl with a unique shapeshifting ability. Through her journey, she learns to overcome her insecurities and embraces her true self. The film aims to bring the audience a heartwarming tale about self-discovery in their pursuit of life in the modern world.

2. Burberry

In celebration of the Year of the Dragon, Burberry has dropped its Lunar New Year campaign and collection to share the festive spirit with emphasis on the colour red.

As part of the campaign, members of Burberry’s global community, including brand ambassadors Tang Wei, Chen Kun, as well as cast members He Cong, Wang Xiangguo and Alex Schlab, explore the streets of Chengdu while showcasing the latest collection, with photography and film shot by Ryan McGinley.

3. FairPrice

This Chinese New Year, FairPrice has resurfaced the legendary story of the Great Race from ancient Chinese mythology in a heartwarming brand film about kindness, sharing and inclusiveness.

Done with Omnicom Group's Homeground United and Atypical Films, the film begins with a child narrator retelling the story of the dragon in the Great Race in which everyone is gunning for first place. Homeground United is an integrated collective comprising talent from eg+, TBWA\Singapore, designory and OPRG.

“The dragon spirit resonates well with our everyday purpose to serve Singapore with essentials at great value in the hope that we give everyone more reasons to celebrate this Chinese New Year”, said Alison Ee, director and head of customer and marketing (retail business), FairPrice Group.

4. Funan shopping mall

This Chinese New Year, Funan shopping mall will be having a mall-wide art activation titled "Creative Intersections: Traces of Dragons".

Curated by Justin Loke of Vertical Submarine, "Creative Intersections: Traces of Dragons" connects dragon lore to Singapore's unique history and local art scene.

As part of the activation, various spaces within the mall will be transformed to host installations, performances and workshops that align with Funan's six passion themes of craft, chic, fit, play, taste and tech.

5. Land Transport Authority

Singapore's Land Transport Authority has partnered with the Singapore Chinese Cultural Centre (SCCC), Tower Transit Singapore, SMRT and SBS Transit to give local trains and buses a makeover in celebration of Chinese New Year (CNY).

As part of the makeover, selected trains and buses will be decorated with key elements of the Lunar New Year such as zodiac motifs, festive food items and interesting pieces of information on the auspicious customs and common practices of CNY.

LTA added in a social media statement that there will be a different design on every rail line and that there will also be festive murals at select trains stations.

6. Lululemon

lululemon has unveiled a Lunar New Year campaign featuring Malaysian actress and producer, Michelle Yeoh, to celebrate the arrival of spring, a season signifying rebirth and new beginnings.

As part of the campaign, a short film named “Be Spring” is launched featuring Yeoh and eight theatrical dancers from the Shenzhen Opera and Dance Theatre. While the short film was shot in the mountain settings of Jingning (景寧) and Xiandu (仙都), it presents a poetic enactment of the meeting of mind and body and explores the concept of well-being, aiming to invite viewers to find eternal spring in their everyday lives.

7. Singtel

Singapore telco company Singtel has released a new Chinese New Year festive film that aims to celebrate the ways in which technology can be used to change lives.

Titled "A Date with Spring", the three-minute film tells the story of 'Uncle', who is reminiscing his roller-skating days with his wife and gets inspired to take up the sport again.

When faced with failure, Uncle turns to his smartphone to film and review his performance, as well as renew his skills by watching videos of young skaters. Uncle's newfound skating prowess later finds him exploring modern Singapore and revisting old haunts such as Marina Barrage and Chinatown.

8. Yeo’s

Food and beverage group Yeo Hiap Seng (Yeo's), is marking the Year of the Dragon with a new "Savour the Joy of Togetherness" campaign featuring a heart-warming brand video and limited-edition packaging for its packet drinks.

'Savour the Joy of Togetherness' underscores the importance of family gatherings not just during the annual reunion, but throughout the entire year.

The Chinese New Year brand film follows a young boy on a secret mission to surprise his family with a Dragon dance during reunion day.

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