Chinese New Year (CNY) is a historic festivity in Asia dating back to 14th Century, with three classic traditions that are pillars to CNY: BaiNian, where family and friends visit each other’s homes with gifts and well wishes; Candy Box, with compartments of treats for guests to enjoy; Red Packets, envelopes within which tokens of care, such as money are shared. In this campaign, the three key traditions are designed into one gift. Celebrating the brand’s annual theme of APxArt, traditional CNY themes are distilled into abstract layers, breathing modernity into this classic festivity.

RCS is an award-winning team of passionate and multidisciplinary designers. Complementing rigour with efficiency, the team creates and refreshes brands with a tailored delivery of creative excellence. The common thread underlying their acclaim, which spans ten industries, twelve countries and accumulates more than thirty awards in the past three years, is the dynamic synergy they forge with each client through their bespoke design philosophy.

Audemars Piguet is a high-end Swiss watch brand originated in Le Brassus since 1875. Audemars Piguet embodies the very foundations of watchmaking, as technical skills merge with excellence, a finely-tuned sense of detail is pushed to its very limits, and artistic life is breathed into a timepiece to make it an exceptional work of art. For more than 140 years, Audemars Piguet has been constantly pushing technical and aesthetic limits, introducing a wealth of world firsts while demonstrating the utmost respect for watchmaking traditions.