Apple: Chinese New Year. Multimedia Campaign

2017 saw Apple’s first-ever bespoke campaign for China. Specifically created to celebrate Chinese New Year, we developed a strategic platform with the local client to truly connect with our Chinese audience at this special time.

In recent years the traditional celebrations of CNY had become stale to younger generations, who are more interested in modern technologies and rapid societal progression. By harnessing Apple’s “Think Different” DNA and its products, we inspired people to keep these traditions alive, but with a fresh twist. This led to our brief of “Traditions Reimagined”, encouraging people to look forward to their heritage, but reimagined by creativity.

The core idea, "Made in CNY" 新年制造 has proved very fertile, providing a fully integrated campaign across all media and Apple channels. This was a first, not just for China (plus Hong Kong, Taiwan and Singapore), but for any market outside of the US.