We created the Chinese New Year campaign for Beats By Dre to celebrate the Year of the Pig.
The traditional zodiac characterization of the pig stands in stark contrast to the youth of China today.
A pig is cute, lazy, kept in a pen, simple, docile…it is prey. China’s youth certainly aren’t pigs.
For this campaign, we told the story of this bold generation not via the pig, but rather via the boar…the pig’s renegade cousin. A boar is full of energy, proactive, free, untamed, brave, fierce, ambitious. It is a predator; it is wild!
The 野如我们 (WILD LIKE US) tagline we developed for the campaign riffs on the 野 character (which means “wild”) in the Chinese word for boar (“野猪”) which literally translates to “wild pig”.
野如我们 “WILD LIKE US” celebrates China’s young generation; a generation bravely moving creative culture forward, fearlessly expressing itself, and, simply put, hell bent on living a wild, carefree lifestyle. For those who aren’t already on board, the campaign was a call to action to join the movement.
为了庆祝2019中国新年的到来，我们为Beats By Dre品牌创作了猪年迎新主题创意内容。
当下的中国年轻人与传统生肖中猪的形象大相径庭。
“猪”给人的概念总是可爱的，被动的，简单的，温顺的。它们被圈养，是猎物。而中国年轻人并非如此。
这次我们希望通过对比“家猪”和“野猪”来讲述一个大胆的新一代的“野”性故事。“野猪”是狂野的，主动的，自由的，勇敢的。它们能量满满，雄心勃勃，是捕猎者。
“野如我们”从“野”出发，阐述展现了“野猪”的特性。
通过“野如我们”这一主题概念，我们将这一群新不走寻常路的新兴人类推至聚光灯下，将他们大胆推动文化前进，无畏表达自我，无所顾虑的“野性”特质展现出来。
Product Design
To support the campaign, we designed a Special Edition Beats Solo3 Wireless product.
The product features an obscured boar head created with clean, abstract, modern line-art. The boar head presents a fierce, brave expression that captures the attitude and outlook of today’s young generation. The white and grey colorway was chosen to be anything but the expected reds associated with Chinese New Year. The gold hits are a nod to holiday wishes of good fortune and prosperity.
We also designed the retail packaging for the product, as well as a special, limited-edition VIP packaging set.
The product is available online and in-store throughout Asia.
我们也为这次的主题内容设计了Beats Solo3特别限量版耳机。
产品侧身以简练，抽象并富现代感线条构成野猪头的形象。野猪头表达了一种无畏勇敢的精神，捕捉了当今年轻一代的态度。以白与灰的色彩搭配替代中国新年惯用的传统红色，再加以象征财源广进的金色点缀使其与众不同。
我们还同时为该产品设计了零售店版包装，及限量版VIP包装。
该款产品已在官网发售，也可在亚太地区的店铺内购买。
Retail Packaging Design
Limited-Edition VIP Packaging Design
Marketing Campaign
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To bring the campaign alive, we developed video and photo storytelling assets featuring A-list celebrity / Chinese rapper / brand ambassador Kris Wu, and a cast of emerging creatives, athletes, and cultural influencers, such as musicians Gao Jiafeng, Gouachi (a.k.a. DJ Tina), rapper Zhuo Zhuo; fashion designer and vlogger Xiao Pihai; skateboarder Yang Xihuan; basketball star Zhang Ning; b-boy A Suan; and visual artist Rainbo.
The videos were directed by breakout talents BRTHR, with support from production partners Serial Pictures and Gungho Films.
The key visuals were shot by internationally renowned photographer Jeremy Deputat.
On-set photography was captured by David Yan.
The campaign ran in all media throughout greater China.
为了更生动地展现该主题，我们也创作了视频短片及平面主视觉广告片，并由一线明星/说唱歌手及品牌代言人吴亦凡领衔，汇集一波新兴的创意人，运动员及文创意见领袖共同演绎。其中包括：音乐制作人高嘉丰，DJ Gouachi，新生代说唱歌手卓卓，潮流达人及vlogger小屁孩，滑手杨浠镮，篮球运动员张宁，B-boy阿酸，以及视觉艺术家Rainbo。
我们与才华横溢的导演组合BRTHR及制作公司Serial Pictures和Gungho Films共同合作完成视频短片的拍摄。
平面主视觉广告片由国际知名摄影师Jeremy Deputat掌镜。
现场摄影师为David Yan。
所有产出的创意内容在大中华区全媒体使用。
Campaign Spot (30 Seconds)
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Campaign Spot (15 Seconds)
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Print Campaign
For the print campaign, we worked with internationally renowned photographer
Jeremy Deputat to create a series of key visuals.
The print campaign was released in the brand’s digital channels, brand stores, and high traffic out-of-home locations in major Chinese cities.
我们与世界知名摄影师Jeremy Deputat合作拍摄了一系列平面主视觉。
这套主视觉发布于品牌的线上媒体平台，品牌线下店铺，以及中国主要城市的高人流量户外场所。
Out-Of-Home
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