Developed by Wieden & Kennedy China, the campaign - which breaks this week - will run across Greater China, Singapore and Malaysia, and includes print, outdoor and in-store.
It features the tagline 'Happy New New Year', in reference to a growing number of young Chinese who are beginning to develop their own CNY traditions, while remaining in touch with the more traditional values.
It features the tagline 'Happy New New Year', in reference to a growing number of young Chinese who are beginning to develop their own CNY traditions, while remaining in touch with the more traditional values.
