APPLE | LUNAR NEW YEAR

THE ASK
Roughly 2 billion people around the world celebrate Lunar New Year, a holiday associated with good fortune and gift-giving. Enter Apple.

THE ANSWER
In reference to the themes of the Year of the Snake, we centered messaging around wisdom and luck. The work lived across Apple.com, in inboxes, and beyond, and was translated into 7 languages.

THE IMPACT
We showed a global audience a simple way to celebrate on a grand scale: with gifts that respected and reflected the Lunar New Year and its traditions.

Apple.com home page
(Campaign launch: gifting others)

Apple website homepage with a background of gold-colored scales and a logo combining an apple and snake, along with the headline, "A wise start to new beginnings" and a blue button labeled "Shop gifts."

Email
(Campaign launch: gifting others)

Apple promotional email offering various Apple products and services for the new year including AirPods, iPhones, Apple Watch, iPad, MacBook, and accessories, with options to shop, learn, and apply for financing.

Email
(Campaign close: gifting yourself)

Apple promotional email featuring new product announcements and device options including AirPods, iPhone 16, MacBook, Apple Watch, and iPad, emphasizing shopping benefits and offers.

Apple Store online (Singapore)

Apple online store homepage featuring new year promotions and Apple products like iPhone, Apple Watch, AirPods, and accessories.

Apple.com home page
(Campaign close: gifting yourself)

Apple website homepage with a background of gold-colored scales and a logo combining an apple and snake, along with the headline, "Don't leave your luck to chance" and a blue button labeled "Shop gifts."

Partners
CD: Jeff Whitney
ACDs: Alex Gavin, Amarides Montgomery
Senior Writer: Kevin Dunleavy 
Art Directors: Memoli Ward, Mya Nguyen
Designers: Chuojing Xu, Sunny Xue
Lead Producer: Michelle Ong Weger
Producer: Bryant Vu