During the most prominent festival in Chinese culture, we helped the athletic apparel brand lululemon visualise their concept of “practice takes practice” for their Lunar New Year campaign. By bridging the key message of “十全十美” (10 fulfilments 10 beauty), linking 10 Chinese traditions to 10 ways of practice, we shortlisted 10 lifestyle practices that are related to Chinese culture and the Lunar New Year festival itself.
Being a Canada-based company, our key challenge was to localise its global campaign to the Hong Kong market. We had to create a dedicated and engaging campaign that pays tribute to one of the most important holidays in the Chinese market while maintaining its brand essence.
Carefully curating 10 visuals with different values and reasoning behind them, the concept was to inspire lululemon’s customers to discover their own ways to live in practice and bring in the new year with joy and health. We adapted them to various applications, both online and offline to generate O2O engagement. Following the tradition of gifting red packets during the New Year, the designs were also made into red envelopes which were available at their Asia stores.