Lunar New Year Campaign 2022

Objective

Build a campaign that inspires Asian-Canadian clients to purchase prestige beauty products at Sephora during Lunar New Year.

Concept – May Beauty Surround You

Coming off the heels of another challenging year, Lunar New Year is an opportunity to harness positivity, hopefulness and strength. While celebrations may continue to look different for some, the spirit of the festival remains rife. This spirit can be felt in every gathering, gift exchange, meal and even beauty look.

This year, we welcome the Year of the Tiger. According to the Chinese zodiac, the Year of the Tiger will bring about confidence, courage, optimism and, perhaps most importantly, bravery. Lunar Near Year is a time to honour custom and community, while re-imagining tradition and embracing new ways of celebrating. Through creative, copy and visual storytelling, we conveyed the beauty of new beginnings and this truly auspicious holiday.

Credits: Art Direction: Jaimie Hallarn, Writer: Carla LaMarca, Designers: Eric Champagne, Ellen Foster, Senior Manager – Campaigns & Communications: Amanda Hungerford, Paid Media: Julie Forbes, Social Media: Kaleigh Henderson, Model Photography: Matt Barnes, Director: Nikki Ross, Editor: Miguel Barbosa, Product Photography: Robert Watson, Evan Bergstra, Set Design: Renee Drexler, Wardrobe & Styling: Marc Andrew Smith, Hair: Duyen Huynh, Sandra Yang, Makeup: Kevin Truong, Carla Ladia.