PORTFOLIO, LEARNINGS AND ACHIEVEMENTS
The Rabbit Dichotomy
New Balance 2022 Lunar New Year Campaign
To celebrate the Year of the Rabbit in 2022, New Balance launched the NB1906 ION with a campaign that embodied the rabbit’s unique qualities: gentle yet wilful. The challenge was to reflect this duality not only in the shoe’s launch but also in how people experienced the brand during Lunar New Year. This sparked the idea: The Rabbit Dichotomy.
The campaign’s heart was a one-of-a-kind PR kit. At first glance, the shoebox looked simple, but it told a deeper story. Designed with two compartments that opened on the top and bottom, each section revealed one shoe—a visual representation of duality. The box was encased in a hard, transparent plastic sleeve printed with red and green on opposite sides, creating a dynamic interplay of colours and an element of surprise.
The real magic was in the details. Anaglyph artwork on the shoebox flipped to reveal “GENTLE” on one side and “WILLFUL” on the other, perfectly capturing the rabbit’s—and the wearer’s—contrasting traits. A personalised seeding card added a thoughtful touch, making each kit feel exclusive and meaningful.
The Rabbit Dichotomy was more than a product launch—it was a celebration of personality, culture, and creativity. By weaving these elements into every detail, New Balance made Lunar New Year not just about new shoes but about a meaningful connection to their audience.
