Diageo
Johnnie Walker: Lunar New Year

For Lunar New Year, Johnnie Walker partnered with GUT agency and Whale to create a campaign with authentic cultural roots that leans into the transformation that Lunar New Year brings through a modern Chinese lens. Rather than relying on traditional symbolism alone, the work celebrated contemporary Chinese culture, blending heritage, ambition, and modern success.

We produced a series of films and visual assets crafted with a premium, restrained aesthetic full of rich textures, considered compositions, and subtle storytelling details, elevating Lunar New Year rituals into moments of meaning and aspiration.

Rolling out across digital, social, and key brand touchpoints, the campaign aimed to resonate with a new generation of Lunar New Year celebrants, those redefining success on their own terms while staying connected to cultural roots.

Brought to life across four films celebrating Chinese modern culture, Mahjong, The Feast, Red Envelope alongside key visuals and animations.