Panda Express
Lunar New Year is such an important holiday in Chinese culture, rooted in hundreds of years of rich tradition. Panda Express has long invited guests to celebrate Lunar New Year with loved ones through good food and good fortune. With this multifaceted campaign spanning from a mobile game to physical goodies, we set out to bridge the gap between Eastern and Western cultures by helping those uninitiated with the holiday learn about some of its customs and symbolism; all the while encouraging everyone to come together around the dining table with those we love.
CLIENT
Panda Express
AGENCY
The Many
TYPE
Product + Illustration
TEAM
Associate Design Director - Amy Woo
Art Director - Amy Matheu
Copywriter - Jacque Vavroch
Designer - Robert Diep
Motion Designer - Darleen Ralota
Conceptual North Stars
Lucky Foods
Highlighting “lucky foods”—Chinese dishes that are symbolic of concepts such as longevity, prosperity, or happiness.
Celebration
Most importantly, the campaign needs to ooze with celebratory fun. Lunar New Year is a special time of joy and gathering with loved ones!
Education
Sharing our wealth of knowledge about Lunar New Year traditions as well as Chinese culture as a whole.
