Having pushed the boundaries under the Jawbone brand guidelines with the 2015 Chinese New Year campaign, I was again tasked with creating a campaign for Chinese New Year 2016.

The 2016 campaign seeks to more fully embrace the Chinese style of the festival: heavy use of festive colours and fully illustrative designs. The theme “Spring Arrives, Health Comes” is based on the idea of a new start for one’s health goals with the coming of spring and the new year.

The butterfly paper-cut motif suggests Chinese traditional paper-cut artwork while having a spring theme, whereas the ideas of gifting were used in other selected e-commerce and social channels since gifting is a large part of the festival.