The Lunar New Year idiom “success as soon as the horse arrives” captures the belief that luck follows the horse. So this Lunar New Year, we invited New Yorkers to open their doors and welcome it in with the Year of the Horse Scratch-Off.
Inspired by the tradition of visiting loved ones, the campaign reimagines an unexpected guest arriving at your door. Told through security cameras and peepholes, a horse (or ten) appears, bringing luck with it.
To bring it all together, we created a bold visual system inspired by vintage Chinese matchbook designs, to further spark new luck for New Yorkers in this extra special Year of the Fire Horse.
HORSES ON SOCIAL
