Audemars Piguet X Art X Chinese New Year Red pockets and gifting design

Audemars Piguet X Art X Chinese New Year Red pockets and gifting design
by Ruth Chao

• Awarded April 15, 2020
• CLIENT: Audemars Piguet
• 2.996

Chinese New Year (CNY) is a historic festivity in Asia dating back to 14th Century, with three classic traditions that are pillars to CNY: BaiNian, where family and friends visit each other’s homes with gifts and well wishes; Candy Box, with compartments of treats for guests to enjoy; Red Packets, envelopes within which tokens of care, such as money are shared. In this campaign, the three key traditions are designed into one gift. Celebrating the brand’s annual theme of APxArt, traditional CNY themes are distilled into abstract layers, breathing modernity into this classic festivity.