Analysis Advertising Creativity
Matthew Keegan
Jan 24, 2025

Should Lunar New Year campaigns move past same-old family themes?

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.

Lululemon's 'Back to Spring' Lunar New Year campaign 2025.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

1 Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

Unilever CEO: 'Spend on social will jump from 30% to 50%'

2 Unilever CEO: 'Spend on social will jump from 30% to 50%'

Former Dentsu APAC heads launch regional B2B marketing agency

3 Former Dentsu APAC heads launch regional B2B marketing agency

Too old for the party, too young to leave—the paradox of middle age in advertising

4 Too old for the party, too young to leave—the paradox of middle age in advertising

Havas and Moonfolks form media alliance in Indonesia

5 Havas and Moonfolks form media alliance in Indonesia

Why so many are leaving adland to embark on 'solopreneurship'

6 Why so many are leaving adland to embark on 'solopreneurship'

Indian CCI raid GroupM, Publicis, IPG and Dentsu offices over alleged price-fixing

7 Indian CCI raid GroupM, Publicis, IPG and Dentsu offices over alleged price-fixing

HSBC’s CMO on using Hong Kong as a backdrop to storytelling

8 HSBC’s CMO on using Hong Kong as a backdrop to storytelling

The untapped potential of OTT for Singapore marketers

9 The untapped potential of OTT for Singapore marketers

Coca-Cola media business contract lies between Publicis and WPP

10 Coca-Cola media business contract lies between Publicis and WPP

Related Articles

Happy Lunar New Year from Campaign Asia-Pacific
Jan 28, 2025
Staff

Happy Lunar New Year from Campaign Asia-Pacific

Lunar New Year goodies: APAC's Year of the Snake campaigns
Jan 24, 2025
Staff Reporters

Lunar New Year goodies: APAC's Year of the Snake ...

Happy Lunar New Year from Campaign Asia-Pacific!
Feb 9, 2024
Staff Reporters

Happy Lunar New Year from Campaign Asia-Pacific!

The best Christmas ads of 2024 are here
Nov 20, 2024
Staff Reporters

The best Christmas ads of 2024 are here

Just Published

We Are Social appoints APAC CEO, launches Thailand office
6 hours ago
Rahat Kapur

We Are Social appoints APAC CEO, launches Thailand ...

EXCLUSIVE: The social-led agency is expanding its regional presence with the appointment of Suzie Shaw to the APAC role and a renewed Bangkok leadership structure. Campaign has the details.

OpenAI launches ChatGPT image-generator
7 hours ago
Staff Reporters

OpenAI launches ChatGPT image-generator

The latest iteration of image generation from OpenAI seeks to address many of the flaws in AI-powered visuals.

How Chinese brands are rewriting the global expansion playbook
8 hours ago
Minnie Wang

How Chinese brands are rewriting the global ...

Campaign’s China Summit returned to Shanghai last month with a focus on cross-border marketing and brand expansion, as industry leaders from China’s top companies shared insights on cultural export, localisation, and long-term strategies for global success.

Creativity has been under attack for years. How do we bring it back?
10 hours ago
Gonzalo Olivera

Creativity has been under attack for years. How do ...

We can either treat creativity as something to optimise and automate—or as the last true differentiator worth protecting and investing in, says Gonzalo Olivera, managing partner, MullenLowe Singapore.