Michael McDonnell
Creative Director/Art
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Year of the Horse

To help Tsingtao celebrate the Chinese New Year we developed a Year of the Horse campaign that felt traditional to our core Chinese American base, but grabbed the attention of the domestic market as well. The hero image was also bilingual, allowing us to use the same materials in both markets without printing two versions.

HERO IMAGE

WOOD CUT: Not only does each year of the Chinese calendar use a symbolic animal. There is also a element, this year's was wood. As an added layer of authenticity we had all the design elements laser cut into wood then scanned and retouched to make the final artwork.

TSINGTAOBEER.COM: The website is design to deliver top line information about Chinese culture to general market consumers.

SECONDARY PAGES: The site also delivers detailed descriptions of the beer and its 100 plus year history.

LIMITED EDITION PACKAGING: The design was so well received by the client that it was picked up by the Hong Kong Market.

ENVIRONMENT: Grocery/Liquor Store

ENVIRONMENT: C Store

ENVIRONMENT: On Premise