Lunar New Year holds immense significance for Chinese Canadians. For most brands, it is an equally important opportunity to catch their attention. Rogers Wireless looked to us to help them rise above the sea of generic greetings and offers and do more than just join the race—they wanted to connect in a meaningful way. They required us to craft a campaign that resonated deeply with tradition while driving sales. Having established our objectives, we dug deep to understand the rich traditions that make Lunar New Year so special for them and thus arrived at insights that would tug at the heartstrings of the community. The humble dumpling, a family favourite with recipes passed down through generations, became the star of our story. Paired with the auspicious symbolism of the number 8 and the Year of the Dragon, we crafted a campaign that seamlessly combined the old with the new. With a spotlight on the Google Pixel 8’s $8.88/month offer, we told a story of family, tradition, and good fortune, all wrapped up in the reliability of Rogers’ 5G network.