“The New Old” campaign is a video and photoshoot project that subtly weaves Jägermeister into Chinese New Year traditions. By blending Jägermeister’s modern appeal with the honoured customs of Chinese New Year, the campaign aims to create a cross-cultural connection, subtly positioning Jägermeister as a celebratory drink for this globally observed occasion.

Project Summary

Storyboarding.

The hero video presents a modern reflection of Chinese New Year, showcasing how the celebration has evolved while maintaining strong traditions. From sending red packets digitally to celebrating with friends, it highlights the blend of old and new. For Chinese families abroad, the visuals capture a unique fusion of Eastern and Western influences.

Moodboard.

Styling.

Styling and set design were critical to ensuring the authenticity and believability of the campaign. To capture the genuine essence of Chinese New Year, it was essential that all content production took place in Asia.

Final Output.

CHEERS TO THE NEW OLD. 🥃