SBS has launched its first cross-platform campaign to celebrate Lunar New Year, inviting all Australians to share and explore the cultural event.
Using TV, radio, online and social media, the campaign creative incorporates culturally symbolic icons significant to communities who celebrate the event, having previously been a radio-only campaign.
Developed by US Sydney, the campaign draws its inspiration from Korean, Vietnamese and Chinese cultures, paying homage to 2013 being the year of the water snake, synonymous with exploration and creativity.
They have also created a red Envelope web app, allowing people to share virtual envelopes, which traditionally contain money, with recipes, legends and other exclusive content.
SBS director of marketing, Helen Kellie said: “Already well established within SBS Radio, this year’s campaign celebrates Lunar New Year across all of SBS. It aligns with our multi-cultural purpose and encourages all Australians to participate in and enjoy the nationwide celebration of Lunar New Year.
“This year SBS is celebrating one of the biggest multicultural events in Australia. From our Outside Broadcast events and live SBS PopAsia performances with SBS Radio, to the TV broadcast and online components of this wonderful campaign, we’re hoping more Australians will explore and celebrate the Lunar New Year.”
The campaign runs until February 24 across TV, radio, online, print and SBS’s social media platforms.
Credits: US Sydney ECD Christy Peacock; Art Director Blair Kimber; Copywriter Emma Lord; Designer Elaine Cunningham; Digital Executive Producer D'Arcy Hooper; Account Director Tim Stuart; Account Manager Matt Parker