State Farm Lunar New Year Campaign

Reimagining cultural connection through festive symbolism

YEAR

2020

Summit Creative Award - Integrated Campaign, Gold
Summit Creative Award - Print Advertising, Silver

ROAL

Art Direction
Graphic Design

TEAM

CLIENT  State Farm
AGENCY  Admerasia
CREATIVE DIRECTOR  Tuanpu Wang
ACD  Kaipo Liang
ART DIRECTOR Shao-Jo Lin

AWARDS

Overview

Lunar New Year is the most important cultural holiday among Asian communities, making it a key moment for brands to connect through meaningful messaging. For the Year of the Rat in 2020, State Farm partnered with Admerasia to launch a culturally relevant campaign that would strengthen brand preference and differentiate State Farm from competitors.

Goal

State Farm’s research showed that over 63% of Asian American consumers perceive insurance companies as cold and culturally out of touch. Our goal was to challenge that perception by showing State Farm as a brand that genuinely understands and respects Asian traditions, while delivering the message: “State Farm wishes you a wonderful start to an exciting new chapter.”

Creative Strategy

Drawing inspiration from Chinese couplets, we designed a bird’s-eye view of a festive neighborhood where the roads subtly form the Chinese character "福" (meaning “fortune”). From afar, the image reads as a traditional New Year greeting; up close, viewers discover a vibrant community filled with Lunar New Year joy. This visual metaphor reinforced good fortune while aligning seamlessly with the brand’s neighborly ethos—delivering a message that felt authentic, auspicious, and emotionally resonant.