Lunar New Year Campaign 2021
Build on the successes and learnings of previous Lunar New Year campaigns with a holistic, multi-channel program that inspires Asian-Canadian clients to purchase prestige beauty products at Sephora during Lunar New Year.
Campaign Concept – Honour your Heritage – Reimagine Tradition
In 2021 Lunar New Year celebrations across the globe will looked very different than in years past. However, at the heart of the festival remained the importance of family – reuniting together to ring in a new year with luck and good fortune. Although for many it wasn’t an in person reunion – we encouraged families to honour and cherish memories of past celebrations, and also to embrace the power of re-imagining traditions, creating new memories, and connecting in different ways. It may have looked different but the meaning, sentiments, and heart behind the festival still rung true and deserved to be cherished and celebrated. As we closed the curtain on a year filled with unprecedented challenges and uncertainty – we welcomed the start of a new year with positivity, strength and hope.
Art Direction, Copy WritingJaimie Hallarn
January 10, 2022