A round-up of work that avoided tired tropes and opted for thoughtful storytelling.
True
chinese new year
Lunar New Year campaigns worth watching in 2026
chinese new year
coca cola
lululemon
lunar new year
rimowa
RHB’s new CNY spot puts dignity and womanhood at the forefront
2026
chinese new year
Inspired by a true story, RHB's latest ad traces how a small tailoring initiative has grown into a lifeline for women starting over.
Should Lunar New Year campaigns move past same-old family themes?
chinese new year
festive advertising
festive campaigns
lunar new year
year of the snake
Why do so many brands stick to familiar narratives of the past in Lunar New Year campaigns? We ask creative leaders in the region how brands can break the mould and explore new approaches this festive season.
Lee Kum Kee launches first-ever global campaign in time for LNY
chinese new year
DDB
DDB Hong Kong
hong kong
lee kum kee
lunar new year
The maker of Asian sauces and seasonings partners with DDB Group Hong Kong to promote its brand on a global stage.
Remember discmans? Apple's CNY film will take you back
apple
chinese new year
chinese new year 2025
lunar new year 2025
shot on iphone
tbwa media arts lab
Apple wants you to believe that its 16 Pro is the key to unlocking your inner Spielberg. Michael Gracey, director of The Greatest Showman, puts Apple's claim to the test in this 12-minute festive film.
What makes holiday ads truly effective in APAC?
chinese new year
diwali
festive advertising
Amid holiday ad fatigue, Campaign delves into how brands can craft tailored campaigns to resonate with diverse APAC audiences and seize opportunities in this year’s evolving shopping landscape.
Five trends for Asian retailers in the Year of the Dragon
chinese new year
lunar new year
From an increased focus on mobile and phygital shopping experiences, to the importance of offering the right payment methods, InMobi's Rohit Dosi unpacks the five biggest trends of the Lunar New Year festive season, and what Asian retailers can do to come out on top.
Five things you need to know when creating health campaigns in China
chinese new year
lunar new year
VML Health Shanghai's CEO Feiyan Shen and strategic director Sherry Gao, map out their top recommendations for those wanting to tap into health communications in China in the Year of the Dragon.
Happy Lunar New Year from Campaign Asia-Pacific!
chinese new year
lunar new year
The editorial team is taking a break to welcome a new moon and the Year of the Dragon, resuming publication on February 14.
Singtel's new CNY film stars a 70-year-old skater, reinventing cool and lifelong tech adoption
chinese new year
singtel
A passionate roller-skater, Tan Teck Hung, affectionately known as 'Uncle Heng', breaks barriers in the telco's heartwarming new Chinese New Year campaign.
CNY campaigns: Getting brand messaging right when China is reeling under Covid
chinese new year
cny
sounding board
SOUNDING BOARD: Industry experts weigh in on the best strategies for brands to nail the cultural tone and empathetic approach to connect during uncertainty.
Singtel solves tech and customer service issues in 'hoppy' new year film
chinese new year
cny
singtel
Technology and customer support are the main focus of Singtel's CNY 2023 campaign.
SEA consumers to spend more ahead of Chinese New Year 2022: study
chinese new year
cny
commerce
ecommerce
Spending intention remains unchanged, but consumers expect higher spending for the upcoming Chinese New Year, according to a Milieu Insight study.
They're grrrrreat: Our favourite Year of the Tiger campaigns
chinese new year
cny
One very short ad, one very long one, and one in between take the top three spots as Campaign's editors choose their picks from among this year's crop of Lunar New Year campaigns.
Happy Lunar New Year from Campaign Asia-Pacific
chinese new year
lunar new year
From all of us at Haymarket, thank you for your support this past 12 months, and we wish you good fortune for the year ahead. We'll be enjoying the holiday and will resume publication on Friday.
Meet Coca-Cola's Coke-loving cat clan
chinese new year
cocacola
ogilvy
A pull-out-all-the-stops Year of the Tiger campaign by Ogilvy Shanghai includes a cinema-quality animated film, 3D OOH, mobile games, ecommerce integration and limited-edition packaging.
Apple debuts 2022 Chinese New Year film (clear some time on your schedule)
apple
chinese new year
The company's offering for this year is a 23-minute epic—shot on iPhones—about the making of an epic film within the film, also shot on iPhones.
CNY film festival: Festive ads from Apple, Petronas, RHB, Singtel, Coke and more
apple
chinese new year
cny
lunar new year
As we head off to celebrate the new year (we'll resume publishing on Tuesday), we heartily wish you a happy new year, and we leave you with this collection of the year's CNY brand films.
2021 gratuitous Lunar New Year product showcase
chinese new year
cny
lunar new year
Get ready for these totally ox-some gift ideas that brands feel you 'must-have' to fully enjoy the holiday season.
Burberry heralds 'A new awakening' in CNY campaign
bbh
china
chinese new year
cny
Zhou Dongyu and Song Weilong appear in a campaign that aims to capture the optimism of spring.