Lunar New Year - Citibank (2020 & 2021)

In East Asian culture, there’s no bigger event than the New Year, which falls on the first day of the annual Lunar calendar. With its roots in Chinese astrology and each year ascribed to one of the 12 animals of the zodiac, Lunar New Year is a celebration as big as they come. Recognizing its potential, Citibank has spent over a decade building campaigns to reach out to East Asian consumers on this holiday. In 2020 and 21, among the toughest years for Asian Americans in recent memory, they hoped to show the joy and significance of celebrating through tough times.

For Year of the OX (21) and Year the Tiger (22), we developed exclusively designed keepsakes showcased on a specially curated microsite for the festival themed offer. In addition, we created an online and in-person event featuring cultural-focused activities like fortune telling to highlight the year’s offerings. Update: we see some kickass creative work in your future,

Concept

Branding 

Website

Event