City of Sydney
2021 Sydney Lunar Festival Campaign
- Identity
The Sydney Lunar Festival is the annual two-week celebration of the Lunar New Year in the city, and the largest Chinese New Year celebration outside of Asia. Recently expanded to include cultures from all across Asia, the program features everything from free concerts and street parties, to activations and installations, performances, art exhibitions, film screenings historical tours, shopping promotions, projections, decorations and interactive experiences.
The concept for the 2021 Year of the Ox celebrations is a vibrant, abstract representation of the Lunar New Year Festival, that invokes a feeling of liveliness and celebration. The artwork celebrates 2021 being the year of the Metal (or Gold) Ox through its use of gradients, and a gold and silver palette, respects a traditional symbol of prosperity, and grabs attention through the use of red, and pays homage to the mixing and combining of cultures Sydney is known for through a overlapping and layering device.
The artwork celebrates Lunar New Year in Sydney for the spirited and dynamic celebration that it is.