HAKKASAN CHINESE NEW YEAR

The most important yearly global marketing campaign for the brand. Following the initial idea for the campaign, I built a narrative around the fiery rooster of the Chinese zodiac to show off the essence of the brand; setting the creative direction for the campaign in response to the campaign objectives. It had to have a wide appeal, as well as being true to the Hakkasan brand. Leading through digital channels, the idea fed into all aspects of the campaign.