BRING THE FIRE.

2024 is the Year of the Dragon.  Curious and extremely creative, the wooden dragon in the Chinese zodiac represents those who want to try doing things differently. This first collection of the year celebrates the rich Chinese tradition representing the main characteristics of the dragon.

Drawing inspiration from the style of graphic novels as a tool for storytelling, Lunar New Year 2024 allowed us to connect with the magic of Chinese culture and the imagery of symbolism associated with zodiac signs. A real and bold 360-degree campaign; the result of an in-depth study of traditions to create something unique and culturally relevant.

the lunar new year | a global campaign | 4 languages | the most iconic products | a special edition | an animated graphic novel | the mightiest creature of the zodiac

CLIENT
Oakley

PROJECT
Lunar New Year 2024

UNITS
Campaign