Welcoming the Lunar New Year with the All-New Acura RDX.

Acura – Lunar New Year

/ The Story

Lunar New Year is about moving forward. New luck. New beginnings. New possibilities.

For the launch of the All-New Acura RDX, we tapped into that optimism with “Less Talk. More Luck.” The culturally rooted idea brought Acura’s performance attitude into the celebration while staying true to the traditions behind it.

Across social and digital, the visual system adapted between English and Chinese while still feeling like one campaign.

/ The Role

Concepting · Art Direction · Design Direction · Social