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Beats by Dre’s Nian Hua-influenced illustrations flex tradition for Chinese New Year

Beats by Dre’s Nian Hua-influenced illustrations flex tradition for Chinese New Year

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we look at Beats by Dre’s Chinese New Year ad.

Beats by Dre has launched a visual campaign that uses Chinese illustration to tell four stories around the insight that the year of the Rat shifted people’s perspective away from monetary value.

As the year moves into the Ox Beats by Dre, and its agency Mother, wanted to tell stories that show how people may be prioritising their experiences in new ways, all while promoting its Beats Flex product.

The target audience is younger consumers that will be planning trips home to see their families this year and the images tell stories that the brand hopes they will resonate with.

For example, one image tells the story of a gamer that has managed to turn his passion into a career. Another shows a strong female athlete that is proving that you don’t need to have a small frame, as is expected for women.

Mother worked with Inji Seo on the illustrations, adding a more modern aesthetic to the illustrations than would be expected from traditional Nian Hua-influenced imagery.

Kim Liu, Creative at Mother, said: “Working with Inji, we took inspiration from traditional Nian Hua, and updated with a modern twist to present a collection of art that has GenZ swag, attitude and surrealistic cultural elements through colour-saturated and contemporary-styled illustrations.”

There are four illustrations in total and the campaign will be executed in China across digital channels.

Beats By Dre CNY2021

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