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。
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.
Retail Packaging Design
Limited-Edition VIP Packaging Design
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.
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。
Campaign Spot (30 Seconds)
Campaign Spot (15 Seconds)
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.