This Lunar New Year is the Year of the Rabbit. As a tradition, Chinese people always send auspicious wishes to each other during the New Year, and there're tons of them in the Chinese vocabulary.
When GO Transit asked us to create a campaign to celebrate Lunar New Year with its riders, we found that there was no better way than marrying all the good wishes to GO's unique visual device, the route map, symbolizing the best luck will follow the riders along the way in the New Year.
In case you missed it, the design of the route map itself is also tailor made for this Lunar New Year.
This campaign was published in both ethnic and mainstream media, in Simplified Chinese, Traditional Chinese, English, and French. It can also be seen in each GO Transit station during Lunar New Year period.
Wish Map (Simplified Chinese) - 15 seconds
Wish Map (English) - 5 seconds
Key Visual - English
