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.
Chinese New Year isn’t looking overly prosperous for luxury
chinese new year
cny
lunar new year
luxury
With 22 million people ordered to stay at home, this Chinese New Year celebration isn’t looking as 'over-the-top' as luxury brands had hoped.
The gratuitous Lunar New Year product showcase
chinese new year
cny
lunar new year
Break out the red and gold... here are some products brands feel you 'must-have' to fully enjoy the holiday season.
Two campaigns aim to shock people into compassion for wildlife
lunar new year
Animals ask Buddha for a respite from persecution in an installation designed to encourage self-reflection over the Lunar New Year period and beyond.
How to celebrate CNY: A lesson for brands
cny
lunar new year
For companies with operations in Asia, CNY is a time for lavish events.
CNY 'great migration' equals opportunity for mobile-savvy marketers
chinese new year
cny
lunar new year
travel
With millions of trips made by road, rail and sea, the Lunar New Year holiday has created a captive mobile audience for marketers.
How to put a fresh spin on traditional zodiac animal motifs
chinese new year
cny
lunar new year
Now the dust has settled on Lunar New Year, brands would do well to reflect on ways they can put a fresh spin on traditional motifs.
Jetstar urges young people to forego Lunar New Year travel
chinese new year
cny
lunar new year
Airline wants families to stay together for the upcoming holiday, waives flight-change fees and fare differences.
Do Chinese New Year right, or don't do it at all
chinese new year
cny
lunar new year
marketing
Just because Chinese New Year is happening, should your brand try to be part of it? Damian Madden of Spectrum Group argues that unless your brand has a good reason to join in the celebration, it might be better to sit this holiday out.
See 'em and weep: Lunar/Chinese New Year ad roundup
advertising
chinese new year
cny
lunar new year
Even more than Christmas, Chinese/Lunar New Year seems to bring out the emotional side of most advertisers, which means you'll probably want to have a pack of tissues handy for this collection of tearjerking holiday-themed ads from around the region.
Leo Burnett launches Lunar New Year campaign for P&G in Vietnam
lunar new year
HO CHI MINH - P&G has launched a campaign in Vietnam through Leo Burnett Vietnam to celebrate Tet (Lunar New Year), the biggest traditional holiday season in the country.
Top 10 Lunar New Year ads
cny
lunar new year
cny
lunar new year
Kung Hei Fat Choi. Here is our selection of the best ads to welcome in the Year of the Dragon. First up is Petronas' 'Coming home', a brand that never fails to deliver a heart-warming commercial marking the Lunar New Year and the importance of family.
Top 10 Lunar New Year ads
cny
lunar new year
cny
lunar new year
Kung Hei Fat Choi. Here is our selection of the best ads to welcome in the Year of the Dragon. First up is Petronas' 'Coming home', a brand that never fails to deliver a heart-warming commercial marking the Lunar New Year and the importance of family.
Y&R Vietnam helps burn bad luck this CNY
chinese new year
lunar new year
singapore
vietnam
HO CHI MINH CITY - Y&R has developed a light-hearted website for internet users to burn their bad luck accumulated last year and have the best start in this coming Lunar New Year.
APB to celebrate "togetherness" in CNY
lunar new year
singapore
tiger beer
SINGAPORE - Asia Pacific Breweries Singapore (APBS) has launched a campaign, entitled ‘Celebrate togetherness with the best’, in conjunction with next month's Lunar New Year.
JWT campaign promotes Pizza Hut's CNY special
chinese new year
fast food
lunar new year
Pizza Hut
SINGAPORE - JWT Singapore was tasked to make Pizza Hut’s new coin-shaped pizza with festive toppings relevant to consumers for Chinese New Year feasting.
UPDATE: Tiger Beer's multi-million dollar campaign for Lunar New Year 2011
alcohol
lunar new year
tiger beer
SINGAPORE – Tiger Beer has launched a multi-million dollar ‘Ju’ 360-campaign, celebrating ‘Togetherness ‘ leading up to Singapore’s biggest ever dinner gathering at Lunar New Year.