Here comes the Year of the Rabbit

Dear Friends,

Welcome to the Lunar New Year. This year we are celebrating the Year of the Rabbit, a symbol of hope and a call to action for those in the business world.

The Rabbit is seen as a calm, gentle, quick, and alert animal. In Chinese culture, it has come to symbolize peace, prosperity, and longevity. Its gentle and peaceful nature serves as a reminder that even in difficult times, opportunities for growth exist so long as you stay nimble and open.

Adaptability and flexibility are crucial in the light of this year’s challenging times, but businesses that can pivot and adapt to the changing economic landscape will be better positioned to thrive in the coming year. Those who successfully adapt to change, exhibit patience, and demonstrate perseverance will be able to navigate and capitalize on opportunities for growth.

With this in mind, 2023 is predicted to be a year of hope and we look forward to sharing with you a renewed sense of optimism for the year ahead.

All our best,

The FRED & FARID Team

FRED & FARID NEW YORK X RéMY MARTIN

THE LUNAR NEW YEAR FAMILY SPIRIT

Spotlighting the intersection of heritage, tradition, and modernity, "The Lunar New Year Family Spirit," focuses on the excellence of Rémy Martin XO and honors Asian culture. By showcasing a diverse group of cultural tastemakers and their unique experiences and traditions surrounding Lunar New Year celebrations, the campaign emphasizes the importance of passing down tradition and sharing moments of excellence with family and friends, all while featuring Remy Martin XO as the centerpiece of these celebrations.

LINK TO THE CAMPAIGN

FRED & FARID SHANGHAI X TIKTOK

CHINESE NEW YEAR

For TikTok ’s Chinese New Year campaign, we re-imagined the beloved Chinese tradition of giving out hongbaos (red envelopes). Over time, we saw that the custom of giving red envelopes filled with money as a gesture of good wishes had lost its meaning, as more of the focus has been turned from the heartfelt message of giving to the amount of money inside. Partnering with top-tier Chinese star, Andy Lau, we reset and refreshed the true essence of this custom and the intentions it's meant to leave.

LINK TO THE CAMPAIGN

FRED & FARID SHANGHAI X CCTV

MY NAME

Every Chinese name has a literal and symbolic meaning but as a society, we were losing touch with that connection. To spark a reappraisal of the importance of names with CCTV+ (Video News Agency) , we aired a film on Chinese New Year inviting people to reflect upon the meaning of their name as they were home with their family. The film earned 1.4 billion total views and sparked a national conversation of our pride in our names and the connection to family that follows wherever we go.

LINK TO THE CAMPAIGN

FRED & FARID NEW YORK X RéMY MARTIN

SWEET ART

Centered around the tradition of offering food during the Lunar New Year, we worked with Rémy Martin to create ‘sweet art’ through the traditional Chinese sugar painting techniques. The campaign aimed to showcase the craftsmanship and skill that goes into both the art piece and Rémy Martin cognac by highlighting the work of two artists, Yajun Sui and Elisabeth Hodes, who spent over 100 hours and used over 20 pounds of sugar to create the 65 detailed pieces of the masterpiece. Emphasizing the importance of virtues such as time, precision, dedication and patience in both the art piece and the crafting of Rémy Martin cognac, we rang in the Lunar New Year with deeper appreciation of all the traditions that come together during this time.

LINK TO THE CAMPAIGN

FRED & FARID SHANGHAI X ALIBABA

THE PLACE I CALL HOME

To celebrate Chinese New Year, we partnered with 支付宝 (Alibaba Group) and film director Ann Hui, the most awarded director in HK film history, to create a 10 minutes short film on the intergenerational gathering and the joyful moments of connection during this time.

LINK TO THE CAMPAIGN

FRED & FARID SHANGHAI X SUPERCELL

LIKE A BIRD

In honor of the largest migration in the world when millions of people travel throughout China and around the world to celebrate the Chinese New Year with their loved ones, we partnered with Supercell to create an homage to the journey home. Recreating the pursuit of home no matter the difficulties and the length of time, we celebrated the greatest journey we’ll ever take each year all through the Clash of Clans game.

LINK TO THE CAMPAIGN

MORE WORK: FREDFARID.COM

CONTACTS:

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