Chinese New Year 2020: Best Marketing Campaigns
The Chinese New Year is the most important holiday for Chinese around the world. It is also known as the Spring Festival, Lunar New Year, or Chunjie in Chinese. The first day of the New Year begins on the new moon that appears between January 21st and February 20th. In 2020 the Chinese New Year will be on Saturday, January 25th, initiating the Year of the Rat.
This celebration is associated with several myths and customs. Usually, brands take advantage of this time of year to approach the Chinese Market through creative marketing tactics. Let’s take a look at the best marketing campaigns for 2020.
Best Marketing Campaigns for Chinese New Year 2020
Prada made a documentary film capturing top Chinese model Chun Jun and her real family members recording their traditional reunion. The brand also launched a new collection introducing new ready-to-wear clothes, bags, footwear, and accessories, in tones of red.
Louis Vuitton has a whole Chinese New Year Collection that features plenty of house logos on bags, scarves, and more. In particular, the brand has launched a series of themed dials for its Tambour Horizon smartwatch. The 12 new dials play with the house’s iconic styles and symbols of the Chinese zodiac, (rat, ox, tiger, rabbit, dragon, snake…). These are displayed in front of a red monogram background.
To celebrate the Lunar New Year 2020, Gucci created a capsule collection inspired by Disney’s most famous character, Mickey Mouse. The collection includes both women’s and men’s clothes, shoes, handbags, and other accessories that combine images of Mickey with Gucci style.
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Photos with the True Original Mickey Mouse at Disneyland, wearing sporty pieces from the #DisneyXGucci collection, and a silver necklace crafted with an enameled pendant. @alessandro_michele #AlessandroMichele. #GucciJewelry ©Disney Discover the collection through link in bio.
The luxury brand FENDI is also celebrating the CNW with a special capsule collection that features soft red leathers, accented by a joyful mix of multicolor studs. The collection includes well-known Baguette and Peekaboo bags.
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The British Ilustrator Julie Verhoeven painted Chloe’s capsule collection for CNY in happy rainbow hues. Also, she painted a rat in various poses for the Chloé C Mini bag.
Burberry is starting the Chinese New Year 2020 with red vibes. In the Year of the Rat, the luxury brand’s campaign heralds “joy, health, and happiness”. The face of the campaign is the brand ambassador Zhou Dongyu alongside models He Cong and Liang Jiyuan.
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Introducing our Chinese New Year 2020 collection – a vibrant celebration in red – heralding joy, health and happiness for the Year of the Rat. Featuring refined tailoring and fresh iterations of our iconic sneaker, the Union, and Lola, our runway bag . #ZhouDongyu #BurberryChineseNewYear #BurberryGeneration
Moschino’s Chinese New Year 2020 capsule collection, Michey Rat, was brought to life by the brand creative director Jeremy Scott and the fashion model and creative Mia Kong. The campaign features the model Kong and male model, Jun Kai QI. The scenario of the photoshoot/film is all about traditional Chinese thematics, including elements such as mahjong, red envelopes, peach blossoms and lion dancers.
Words by Rita Archer