Chinese New Year 2021: brands look for the light in the dark

Chinese New Year 2021: brands look for the light in the dark

Charlotte McEleny, The Drum – 3 February 2021

Each year, marketers of the biggest brands in China sit down to create a Chinese New Year story that will tug on the heartstrings of consumers. The equivalent of the UK’s John Lewis Christmas advert, Chinese people look forward to seeing what creativity Apple presents for the Spring Festival. This article takes a look at the CNY campaigns of prominent brands in the market this year and how they’ve tailored their advertising to fit in with the pandemic.

Read the full article here.

Apple CNY 2021 Film

This year Apple chose a traditional Spring Festival legend to create a coming-of-age story relevant to China’s contemporary society.

Apple, Chinese New Year – Nian

Burberry CNY 2021 Film

‘No sweetness without bitterness’ is Burberry’s nod to how the pandemic has changed the way people are celebrating the festival season this year.

Burberry – A New Awakening

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