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Home Newsletters Multicultural Marketing News (MMRNews) Spotlight on Lunar New Year 2021 Advertising from Hennessy, Citi, State Farm, Acura and Wells Fargo (Multicultural Marketing News)
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Spotlight on Lunar New Year 2021 Advertising from Hennessy, Citi, State Farm, Acura and Wells Fargo (Multicultural Marketing News)

Thursday, Feb 18, 2021

Multicultural Marketing News Lunar New Year 2021

Spotlight on Lunar New Year 2021 Advertising from agencies Admerasia and Quantasy for clients Hennessy, Citi, State Farm, Acura and Wells Fargo

  • Hennessy Presents Lunar New Year Celebration Feb 18th hosted by Henry Golding
  • Acura – “Less Talk. More Luck.” Lunar New Year Social Campaign
  • Citi Lunar New Year Campaign: On the Road to Tomorrow
  • State Farm Lunar New Year Campaign Digital and Print Ad
  • Wells Fargo “Year of the Lucky Ox” LNY Campaign
Lunar New Year 2021 Advertising
Hennessy

Acura

For Lunar New Year 2021, Quantasy worked with Acura to develop a social campaign in collaboration with two up-and-coming, Chinese-American artists to create Lunar New Year animations. These artists brought their unique styles and background to create artwork that celebrates and acknowledges the Lunar New Year holiday.
Remaining within Acura’s ‘Less Talk. More Drive.’ ecosphere, each artist created an animation that incorporates the ‘Less Talk. More Luck.’ messaging.

For her piece, artist Jianan Liu incorporated the coin as the main element in her visual, to emphasize the message of prosperity and wealth usually wished during Lunar New Year. The child holding the coin is also based on an idiom that a “child will bring good luck to your home”. Link to: social post

In Chinese culture, the Ox represents harvest, hard-work and good fortune with lots of food. It roots deeply in nature and the culture of the Chinese people. In her piece, Jasu Hu shows nature and its interaction with Chinese traditional paper cuts. The trees and lanterns are growing from the Chinese patterned Ox’s horns, bringing happiness and luck. Link to: social post

For more information, please reach out to Shelley Yamane at shelley@quantasy.com.

Citi
Citi Lunar New Year Campaign: On the Road to Tomorrow
2021 is the Year of the Ox, which symbolizes strength, resistance and perseverance. And it could not have come at a better time than when we needed it the most. The past year was tough on all of us, and at Citi we wanted to salute that spirit of Asian Americans which is all about tenacity and going the distance, whatever it takes. Additionally, we wanted to recognize the decades of relationships we have built with this exceptional audience. In 2021, as we celebrate 20 years of partnership, we wanted to remind our customers that no matter what, they can count on Citi for support for many more decades to come. Our bilingual campaign, On the Road to Tomorrow, offers premium rewards designed around the dependability, strength and resilience of the Ox. We created exclusive designs for Citi that were introduced virtually to a select client base. Keeping in mind that the effects of the pandemic are likely to last through the year, we wanted to focus on a tone of optimism and support while emphasizing our virtual connections. Our bilingual website, showcasing premium designs and providing information on the different tiers of investment was introduced to a select Citi members through a star-studded virtual event. Hosted by Hong Kong’s comedian Bob Lam with a special feature presentation by Feng-Shui Master Clement Chan. This virtual event brought people together and conveyed the message that the future is filled with good fortune, prosperity and opportunity and Citi is your partner in every step of that journey. For more information: Maxwell Davidson, maxwelld@admerasia.com
State Farm
State Farm Lunar New Year Campaign Digital and Print Ad
State Farm is one of the leading and most recognized auto insurance brands in the Asian American market. Using the motif of a car traveling on the road, we created a print ad that highlighted the road curved into the shape of the Chinese character “福” which translates to the iconic and well known Lunar New Year greeting of ‘Good Fortune’.The illustration of the Chinese character is a metaphor that translates to State Farm wishes you a new journey paved with good fortune. The calligraphy style used in the illustration is deeply resonant of the traditional Chinese art form and is considered auspicious during the celebration time of the Lunar New Year festival. Combining the traditional and modern elements of the Asian American culture, this campaign was created to celebrate the festival while communicating State Farm’s brand message as the leading insurance provider in the country. For more information: Maxwell Davidson, maxwelld@admerasia.com

Wells Fargo

Wells Fargo has a long history of celebrating the Lunar New Year. To build authentic relationships with its customers, we evaluated Wells Fargo’s role in relation to Asian consumers’ needs and identified cultural insights that helped ensure our brand resonated with the community and stayed top of mind during Lunar New Year. Every year we release celebratory messages and joyfully themed merchandise under concepts that are culturally relevant while still connecting with the broader General Market audience.
For the Year of the Ox, we developed stories around the Ox’s strong values around family and success and connected the brand to the community through our heartwarming “Togetherness” calendar, welcomed in prosperity with our “Lucky Ox” coin bank and shared well-wishes with our customers through various Wells Fargo channels.
2021 Calendar – “Togetherness”
The auspicious Ox is the rock for its family and community, bringing us a year of great fortune and a sense of belonging. Through classical-style poetry, we celebrate the Ox and cultural values with a sophisticated touch. The Year of the Ox calendar features illustrations that are whimsical and elegant, which highlight the Ox symbolically for its zodiac influence in bringing the community together. Gold key line art is used as a theme to tie the months together, providing a prosperous tone as we look towards sharing happiness together.
2021 Coin Bank – “Lucky Ox”
In Asian culture, the Ox is known for stimulating wealth. For 2021, we celebrate the Year of the Ox and how it can attract luck and prosperity. The Ox wears and holds an iconic symbol of the three gold coins. Stringing them together on a red ribbon represents the trinity of luck – heaven, earth and mankind — creating a wealth magnet for 2021.

IBA-Digital/Print/Social
The Year of the Ox calendar artwork is showcased in various owned channel assets such as in-branch digital displays, print ads and social media. Here are some examples of this year’s work. Link to: social post

For more information, please reach out to Pauline Yang at pauline@quantasy.com.

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