State Farm 2020 Lunar New Year
OVERVIEW
In the beginning of 2020, State Farm challenged our team to develop a 2020 Lunar New Year creative campaign for the Asian American consumers to raise the brand recognition and preference and to distinguish its positioning from its competitors.
Lunar New Year is the most important and most festive holiday of the year in Asian communities, considered a great opportunity for international and multicultural brands to grab the attention of consumers with unique messaging.
The agencies have made a greater effort to honor the occasion in culturally sensitive ways. We focused on the themes of family-oriented and homecoming and avoided problematic messaging sets people up for success during this two-week holiday. The biggest theme for the Lunar New Year is family. Since many people spend these two weeks traveling to visit with their family, friends and loved ones, reconnecting is a common message in these ads.
Therefore, we developed the idea from "the road to good fortune."
AGENCY
Admerasia
CLIENT
State Farm
DISCIPLINE
Campaign Creative
RECOGNITION
Inspiration
Inspired by Chinese couplets, we designed the highway into the word "good luck," or "fortune" in Chinese Korean and Vietnamese, commonly used for LNY. We set up the situation that the car drives safely on the road, which implies that State Farm will always be there for you like a good neighbor. Key VisualsThis key visuals were designed to celebrate cultural diversity. We rendered the word “good luck” or “fortune” in Chinese, Korean, and Vietnamese as intricate highway networks, weaving language and landscape into a single striking image. Each ad transforms the script into a visual journey—symbolizing connection, movement, and the many paths toward prosperity in the new year.
OOHTV/Youtube CommercialPrint Ad
Digital BannersAdd some quote or impacful result. Add social media posts. Testimonials