During Lunar New Year, many brands attempt to connect with Chinese Canadians, often relying on generic greetings that lack real cultural depth. Rogers Wireless saw an opportunity to break through this clutter by creating a campaign that went beyond surface-level gestures, tapping into a deeper emotional connection rooted in tradition. The human insight that guided the campaign was the humble dumpling, a staple of Lunar New Year celebrations and a powerful symbol of family, tradition, and good fortune. This simple, yet meaningful dish became the heart of the campaign, allowing Rogers to authentically connect with their audience. Paired with the auspicious number 8 and the Year of the Dragon, the Rogers brand crafted a story that seamlessly tied tradition to modern technology. With the Google Pixel 8’s $8.88/month offer at the forefront, the campaign conveyed a sense of good fortune and family connection, reinforced by the reliability of Rogers’ 5G network. Rather than offering just another promotion, Rogers demonstrated an understanding of their audience’s cultural values, showing that they didn’t just market to the community, but understood them.