Kiehl's Lunar New Year
I worked with Kiehl’s on their global creative campaign to celebrate the new Chinese Lunar New Year welcoming in the year of the pig.
Our story focusses on Lucky, who has settled in New York City and is making his way back home to celebrate the New Year with the family. We document Lucky’s journey from the hustle and bustle of NYC all the way to Shanghai featuring a cameo from Mr Bones.
Key visuals were created aswell as social media animations to help get a glimpse of Lucky’s journey. These illustrations were used across a range of Kiehl’s products including some bespoke patterns which adorned tote bags, gift-boxes and wrapping paper. The campaign was launched at an event in Singapore and rolled out across the world.
Playful GIFs were also created to accompany the Key Visual and to highlight the journey from NYC to the Far East. These GIF's were rolled out across social media throughout the Lunar New Year period.
Still product shots which were created for marketing and sent out to various online outlets and bloggers to create some extra buzz for the launch.
The design and illustration collateral was was spread across print, packaging and assets were transformed into an interactive VR game. This all culminated into a launch ceremony at Changi Airport in Singapore featuring influencers across Asia and a strong media presence. An outpost was built specifically for the campaign which saw the illustration transformed into a live set where shoppers could interact and purchase their limited edition products.