Annual Cultural Campaign

Celebrating Lunar New Year

Background:

Bank of America recognized the importance of celebrating Chinese Lunar Year with authenticity and cultural respect, particularly within Chinese communities across the country. Rather than apply standard banking messaging to this significant cultural moment, the bank saw an opportunity to genuinely engage with the traditions and symbolism that define the celebration. The challenge was to create a campaign that honored Chinese culture and heritage while still representing Bank of America's commitment to these communities, using traditional elements like the zodiac animal of the year, symbolic red envelopes, and meaningful messaging around good fortune and renewal.

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Solution:

In collaboration with a strategic partner agency, we launched a culturally centered campaign that intentionally stepped back from traditional bank branding to celebrate Chinese Lunar Year authentically. Exterior installations in financial centers near specific Chinese communities featured the zodiac animal of the year alongside symbolic red envelopes and calendar elements that resonated deeply with the cultural significance of the celebration. Digital spots reinforced the core message: wishing good fortune and a prosperous new lunar year. Beyond this inaugural year, we established a distinct visual language and design framework that could evolve with each zodiac animal annually, creating a recognizable look and feel that Bank of America could build upon for years to come. By prioritizing cultural storytelling over corporate messaging and investing in a sustainable design system, the campaign demonstrated Bank of America's genuine, long-term commitment to honoring the communities it serves.