The Campaign

Putting up New Year paintings is the most symbolic tradition to welcome Chinese New Year. During CNY of 2017, we recreated five classical paintings with five Chinese artists. The different folk styles of New Year paintings were reimagined as digital illustrations made on Apple devices. We call these reinventions “Made in CNY”.

Creative Execution

With five Chinese artists, we recreated five classical New Year paintings and their greetings. The different folk styles of paintings – woodblock printing, distinct red, and typical mascots – were reimagined as digital illustrations with vivid colors and modernized mascots. For the greetings, we used modernized typography to replace the old-fashioned calligraphic style for an organic fit, all made on Apple devices. These paintings were spontaneously displayed in 6,682 non-Apple-Store including technology and life-style stores.

Indication of how successful the outcome was in the market

As Apple continues its foray in to the Chinese market, we wanted our audience to know that Apple cares about and understand the local culture. Tapping into true insights we were successful in helping Apple as a foreign brand, blend well into CNY communications in a genuine, meaningful way. Reinventing the traditional craft as contemporary pieces drove overwhelmingly positive organic social buzz. 210k pieces of organic social engagement content was generated, with 82% praising the reimagined artwork as being authentic. Mainstream media applauded Apple’s refreshing take in restoring Chinese tradition in good style. Passers-by were even spotted taking photos with our artwork! Exposure of the work and positive social buzz contributed to full turnouts at workshops held by the 5 featured artists in Apple Stores in key Chinese cities. Interest in the artwork drove 5 times higher traffic to the Apple website, compared to the same period last year.

Apple believes that technology has the power to revive the old traditions through creativity. The reimagined New Year painting posters carrying CNY best wishes are Apple’s innovative holiday greetings to the whole country for the most important cultural moment at a national level.