Planning & Execution

The challenge we faced with this particular campaign was to combine new technologies such as virtual reality experiences by maintaining the traditional cultural elements of Chinese New Year and yet combine them with the heritage of Salvatore Ferragamo

A charming and enchanted scene of renewal

In order to bring the artwork to life which Sun Yuan and Peng Yu created, Branding Records helped Salvatore Ferragamo put together a unique and visually stunning experience to celebrate Lunar New Year 2022. Tiger In Wonderland features a special capsule collection along with a digital campaign that uses cinematography to portray a charming and enchanted spring scene.

Inspired by traditional Chinese paintings, the print features the tiger which symbolizes passion, daring, auspiciousness and safety in Chinese culture. The tiger plays with other wild creatures, a crane, eagle, deer and monkey in the classic Chinese garden covered in rocks, plants and flowers, presenting a jolly, vibrant scene of renewal.

Effectiveness / Results

Expanding the audience