Maserati wanted to go beyond the festival and money talk in the Lunar New Year of 2020 because it was a different year to them.
New model, new era, it’s all about commencement.
We came up with 3 directions for their red packets to remark this special moment.

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During the ideation process,
we delve into the rich tapestry of the Chinese calendar,
astrology and horoscope information.
As an enthusiast of these traditions,
the concept was born organically.
The year of Rat. Starting of a decade. Maserati’s new journey.
When these new beginnings intersect,
the concept Lunar Cycle emerges as a fitting narrative.

Most fascinating if it gets real

What’s the sexiest thing about Maserati?
The engine starting sound.

Utterly humble, crisp yet exhilarating,
the velvety melody subtly conveys the vehicle’s power.
Riding on the signature tune,
we incorporated it with sounds associated with the Lunar New Year
to highlight the joyful moments people spend with their beloved ones.
Firecrackers, relatives’ blessings, and more -
these elements aim to trigger one’s emotions and nostalgia.

The challenge is, how to make it visually appealing?

Contrast is key.
The gold foil curve on the design epitomises the sound waves from the Maserati engine,
setting it apart from the surrounding.

Amidst the tangled, bustling sounds,
Maserati stays still and stands out.
This indicates not only a fresh beginning,
but also a lasting prosperity throughout the year.

(We even considered adding interactive elements to make the experience feel ‘more real’.)

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2019 marks the end of Maserati’s grand tour in China,
but the journey does not cease to inspire us.
Much like the tour,
the voyage home during the Lunar New Year is arduous and emotional.
The pull of nostalgia and longing for home that travellers feel during that homecoming
mirrors the sentiments evoked by Maserati’s grand tour.

This more emotive approach portrays Maserati as an empathetic, steadfast companion.
Maserati stays the course,
guiding the ‘homecomers’ through the final miles to their destination,
no matter the challenges faced along the way.