A round-up of work that avoided tired tropes and opted for thoughtful storytelling.
True
lunar new year
Lunar New Year campaigns worth watching in 2026
chinese new year
coca cola
lululemon
lunar new year
rimowa
Happy Lunar New Year from Campaign Asia-Pacific
chinese new year 2025
lunar new year
year of the snake
chinese new year
lunar new year
The editorial team is slithering away for a short break, but we'll be back with our newsletters and ready to charm on January 31st.
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.
Lunar New Year goodies: APAC's Year of the Snake campaigns
apple
chinese new year 2025
heineken
lunar new year
lunar new year 2025
mcdonalds
rhb bank
Presenting our annual roundup of LNY advertising from 2025.
Singtel's attempt to reimagine LNY traditions misses the mark
ai
cny 2025
lunar new year
singtel
The telco's annual festive film blends humour and lightheartedness, but its reliance on traditional gender roles dampens an otherwise innovative take on festive preparations.
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.
DBS unveils a scent-sational new way to celebrate this Lunar New Year
dbs
lunar new year
the secret little agency
tsla
One of Asia's largest banks, DBS has partnered with The Secret Little Agency and Oo La Lab this festive season to give customers a whiff of wealth and prosperity...literally.
Roaring with the Dragon: Campaigns that are breathing fire this Lunar New Year
lunar new year
From heartfelt to humourous, check out how brands like BMW, Apple, Time Internet, RHB Bank, Unilever, and others are ushering in the Lunar New Year festivities.
BMW's playful take at ancient Chinese superstition in Lunar New Year campaign
lunar new year
The 14-minute mockumentary produced by TBWA China is driven by humour, and follows a mission led by four BMW engineers and scientists as they seek to set a path to good fortune for all.
How brands are unleashing their inner dragons this festive season
lunar new year
Space Doctors' Maya Madhusoodan and Greenie Lei explore how brands in Asia are transcending conventional approaches, blending symbolism, culture, and thoughtful design to stand out this festive season.
Hop to it: 10 Lunar New Year campaigns to celebrate the Year of the Rabbit
cny
lunar new year
From heart-warming and humorous, see how brands like Coca-Cola, Apple, BMW, Tiger and more are ushering in the lunar new year in our festive campaign roundup.
Why most CNY campaigns in China continued despite recent Covid surge
cny
lunar new year
Despite being in the grips of its biggest Covid surge in China to date, most brands stuck to their long-term CNY marketing plans. Agencies and marketers explain why, and what impact the health crisis actually had on campaigns.
Touching Pepsi film aims to bring Vietnamese overseas workers home for Tet holiday
lunar new year
pepsi
vietnam
A heart-wrenching film by Ki Saigon reflects the reality faced by Vietnam's migrant and blue-collar workers abroad, soliciting donations to bring them home.
Happy Lunar New Year from Campaign Asia-Pacific
chinese new year 2025
lunar new year
year of the snake
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.
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.
Lunar new year tests China's luxury market
china
cny
lunar new year
luxury
CAMPAIGN MEMBER EXCLUSIVE: The pandemic has driven more luxury brand marketing online to new demographics. But will these investments work like an ox this CNY?
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.