Most brands, in China and in the West, are jumping on the lunar new year advertising bandwagon, and here are a few of the most successful campaigns that we saw for the 2014 new year:

Bergdorf Goodman has set up elaborate window displays for the holiday, featuring items from Dolce & Gabbana, Dior, Tom Ford and Lavin, bathed in red light and flanked by papier-mâché horses. Bergdorf is offering a promotion for customers using UnionPay, the Chinese payment system.Bergdorf Goodman in New York has set up elaborate window displays for the holiday, featuring items from Dolce & Gabbana, Dior, Tom Ford and Lavin, bathed in red light and flanked by papier-mâché horses. Bergdorf is offering a promotion for customers using UnionPay, the Chinese payment system.

rolls-royce-horse-china-1-660x491Rolls-Royce has announced a special limited-edition “Majestic Horse” Ghost model. According to Rolls-Royce Kunming’s Weibo page, the horse imagery on the interior and exterior of the model is inspired by depictions of the horse in traditional Chinese ink paintings. The announcement of this Chinese culture-influenced model comes soon after images were revealed of a bespoke Ghost inspired by Chengdu’s famous gold Sun Bird relic and will be available on new years eve.

Screen Shot 2014-02-06 at 12.11.52British Airways have launched the airline’s first WeChat campaign to celebrate the Chinese New Year with their social media followers.

The festive campaign was developed to lure BA’s more than 350,000 existing Sina Weibo followers to the airline’s newly launched presence on WeChat. BA delivered 2,014 custom-made red envelopes (or “hongbao,” monetary gifts given during Chinese holidays) to the doorsteps of the first 2014 followers of its official WeChat account @英国航空(BritishAirwaysChina). Inside each red envelope was a New Year greeting from BA regional CEO Tracy Dedman and a promotional coupon worth 300 RMB (50 USD). Three exceptionally lucky, randomly selected followers also won round-trip BA tickets for travel between China and London in their gold-colored red envelopes.

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Supermarket chain Wellcome, Hong Kong’s biggest grocer by market share, for first time in its nearly 70-year history used a Westerner for the critical festive marketing blitz of Lunar New Year.

Hong Kong-born New Zealander Corinna Chamberlain, also known as Chan Ming-yan, is one of five main faces chosen for the Year of the Horse campaign. “There are a lot of Westerners in Hong Kong now who’ve lived here many years – a growing community of people who are not Chinese – but they consider Hong Kong their home. I think my involvement is part of the changing world we live in,” the singer and actress, who speaks and sings Cantonese fluently, said. “The Lunar New Year is part of the Chinese culture, its part of Hong Kong, not just to be on an advert but to be on a campaign is amazing,” the 32-year-old added.

Wellcome says its 2014 campaign is a mixture of choral music and rap as a “modern approach to present a Chinese tradition” featuring four up-and-coming celebrities from reality TV show The Voice of the Stars, in which Chamberlain finished third in the singing contest.

Below find a making of video from the Wellcome 2014 new year campaign.

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