According to a new campaign from sustainability-driven luxury EV brand client Polestar and their creative partner Media.Monks China, while everyone in China is celebrating the New Year and reuniting with family and friends, “we discovered that being sustainable and eco-friendly during CNY has become a new trend for sophisticated consumers.”
With that in mind, the agency created a CNY campaign that played on the fact that the sheer volume of waste from Chinese New Year decorations could cover the capital city in its entirety.
They created a zero-waste campaign, which features the world’s first red envelope that literally disappears after use, inspiring consumers to celebrate a festival that is all about ‘more’ with ‘less’, without being any less festive, while inviting people to “celebrate the new year in a meaningful way.”
