project info


2019 Luna New Year brand


City of Sydney


Alphabet created an evocative festival campaign image for 2019 Luna New Year – Year of the pig. A visual approach that alludes to the characteristics of the pig in the Chinese zodiac: carefree fun, good fortune, happiness, honesty and playfulness. The campaign is a celebration of cultural diversity, creativity and inclusivity. The creative resolve for this ancient and highly significant calendar event is contemporary, fresh, engaging and full of positive sentiment… A great opportunity to paint the town pink.


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