The creative as a whole tells a story of tradition and honor. Utilizing the horse as the main focal point evokes a sense of integrity, strength and passion the year of the horse brings. By incorporating traditional elements such as the Chinese lanterns, bamboo and plum flowers the creative speaks to important Chinese symbols. Adding the subtle soft textures elicits a touch of nostalgia which pays tribute to long standing customs the Lunar New Year celebrates. The use of a simple san serif font type modernizes the creative and matches the sophistication of the Westfield brand at large.
The creative campaign was designed for multi-platform use, including in-center collateral, digital, and print advertising for key Westfield centers.