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.
