This week the State of the Netherlands has issued its second green bond. This issue has a particular focus on water-related investments, with proceeds earmarked, for example, for the Dutch Delta Fund. APG’s Government Bonds investment team met with members of the Dutch State Treasury Agency (DSTA) in the weeks leading up to the launch…
Mother Shanghai and Inji Seo play with tradition in Beats by Dre campaign for Lunar New Year
Taking inspiration from Nian Hua pictures, the illustrations depict a modern form of fortune that values stories over money.
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In the run-up to Lunar New Year (12 February), Mother Shanghai has created its first campaign for Beats by Dre China, working with illustrator Inji Seo to subvert the traditional ideals of the holiday and its focus on good fortune. The campaign promotes Beats Flex and is aimed at GenZers returning home for the celebrations, as part of Chunyun – a period that sees the world’s largest annual mass migration of people for New Year. In a series of illustrations inspired by traditional Nian Hua pictures (New Year woodblock printed images that tell a story), the campaign spotlights how the definition of fortune has shifted over the past year.
Beats by Dre’s Nian Hua-influenced illustrations flex tradition for Chinese New Year
You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we look at Beats by Dre’s Chinese New Year ad.
Beats by Dre has launched a visual campaign that uses Chinese illustration to tell four stories around the insight that the year of the Rat shifted people’s perspective away from monetary value.
As the year moves into the Ox Beats by Dre, and its agency Mother, wanted to tell stories that show how people may be prioritising their experiences in new ways, all while promoting its Beats Flex product.