Holt Renfrew Lunar New Year 2022 Campaign:
Lin’s Lucky Red Envelope
This award-winning 360 marketing campaign was developed with an authentic and empathetic approach to differentiate it from other brand activations during Lunar New Year. Holt Renfrew commissioned the creation Lin’s Lucky Red Envelope, written by Sennah Yee and illustrated by Elaine Chen, to anchor the campaign and offer an opportunity for connection and education.
Lin’s Lucky Red Envelope
The story and illustrations also inspired the creative direction of the campaign. The book was available for sale through Holt Renfrew and had a charitable component, supporting Project 1907 and their important work to elevate Asian voices that are underrepresented and undervalued in mainstream political, social, and cultural discourse.
