Google Canada introduced a new Lunar New Year campaign this past weekend designed to signal good luck and prosperity.

Created with agency Visionnaire, Google Canada welcomed the Year of the Dragon with the special holiday campaign for the Google Pixel 8 phone. The brand explains that since traditionally, the number eight is a lucky number associated with prosperity in Chinese culture, it wanted to leverage that in a holiday campaign for its phone.

The campaign includes festive cultural elements designed to resonate with audiences and evoke tradition while highlighting the phone’s premium look and features.

“Google Canada wanted to celebrate with the community in a way that resonated with them, and at the same time made them excited and curious to learn more about Google Pixel 8,” Visionnaire group vice president and business lead Jessica Borges tells strategy.

Borges adds that the campaign’s target audience is multigenerational Canadians, both immigrants and Canadian-born, in the Toronto and Vancouver areas.

The campaign includes 15-second and six-second OLVs, static and animated DOOH, and a mural in Toronto’s Chinatown neighbourhood. And because gifting is an important part of the holiday, a special Lunar New Year carrier promotion was also included.

“Recognizing the Chinese Canadian audience as one of the largest and fastest-growing segments, Google Canada aimed to celebrate with the community,” Borges says. “With Google Pixel 8, the brand took the opportunity to make a meaningful connection with Chinese Canadians, particularly during their most significant festival of the year.”

Media Futures Group assisted with the campaign’s media buy.