The design strategy centered around the customization experience, specially-created a H5 game on WeChat alongside illustrative CNY botanical elements that were made into GIFs and animations to live across social media platforms. 

Combining Chinese calligraphy-inspired typography with water paint-vibrant illustrations, the campaign offered both digital and physical touch-points. From social media engagement to digital sticker keepsakes, every element was thoughtfully designed to enhance audience participation and create a ​vivid, flourishing and prosperous celebration of Chinese New Year.