SIENU’s first Chinese New Year (CNY) collection tells the brand’s story of exploration in search of rare and treasured raw materials. For this special campaign, SIENU collaborated with two artists to create an integrated marketing communication (IMC) strategy that combined richly layered visuals with delicate paper art.
Concept
To celebrate the Year of the Ox in 2021, SIENU launched a CNY edition based on the concept of a sacred ox’s journey, symbolizing good fortune and prosperity. The campaign, titled “HOLY JOLLY COW,” included a short film that tells the story of a cow escaping from its barn to explore nature, spreading blessings along the way. The brand’s signature blue packaging was updated to bold red containers, featuring vibrant 3D gold foil designs. Paper artist Kim Ye-eun was commissioned to translate scenes from the film into intricate paper sculptures, which were then photographed to produce key visual content.
IMC
The final CNY visual, created using paper art, features the sacred cow along with elements such as plants, clouds, and birds from the film. These were meticulously crafted in layered paper and assembled using wire and thread to form a dynamic scene. Foreground elements were rendered with detailed vibrancy, while background elements were styled in tone-on-tone colors to create a sense of spatial depth.
Ideation sketches and a behind-the-scenes video shared by illustrator Jang Chae-ah,
who led the video and illustration development, highlight the creative process.
MAIN ILLUSTRATION
The final main illustration features five jewel-adorned cows at the center, surrounded by vignettes from the story arranged in each corner. The composition resembles a colorful vintage scarf, with jewel-like animals and plants arranged harmoniously within a square frame, creating a rich and balanced visual.
MAIN CLIP
The completed 1-minute video opens with New Year’s greetings, represented by tiny beads gathering together. It then follows a white cow as it embarks on a whimsical journey through nature, encountering flowers and birds along the way. The music, specially composed by Jang Chae-ah for this piece, perfectly matches the animation’s rhythm and enhances the film’s emotional resonance.
