Artistic collaboration Carlsberg × Zhang Guangyu
Chinese New Year Limited Edition
About the Collaboration
Carlsberg CNY artist edition
Carlsberg beer brand celebrated Chinese New Year, Year of the Ox, with a limited edition art campaign and packaging created with Chinese digital artist Zhang Guangyu. For this brand collaboration, the artist interpreted the Year of the Ox through a vibrant festive artwork that blend traditional symbols with a contemporary spirit, reflecting Carlsberg’s brand heritage while appealing to young consumers.
Somexing Artistic directed digital artist Zhang Guangyu to create connect heritage, cultural storytelling, and brand identity. Consequently, the limited-edition collection strengthened Carlsberg’s festive presence in the Chinese market. Inspired by traditional Chinese Ink painting and the digital art of Zhang created
The artist tells the legend of the Ox landing on five colors clouds
Campaign Activation
The campaign rolled out in China with limited-edition Chinese New Year packaging, supported by festive key visuals, an artist video featuring Zhang Guangyu, 3D animations, and retail and digital activations, bringing his universe to life and celebrating Carlsberg’s heritage
Visual Codes
Assets
- Design
ABOUT THE ARTIST
Zhang Guangyu
Guangyu Zhang is a Chinese digital artist who has collaborated with global brands such as Hennessy and Carlsberg. After graduating from Central Saint Martins with a Bachelor of Fine Arts, he began his career exploring traditional Chinese ink textures and color systems through digital art and experimental printing techniques. He produces limited-edition pigment prints on fine art paper.
Today, his practice has expanded to include large-scale oil and acrylic paintings, as well as 3D animations that extend his visual universe into immersive digital forms. Guangyu Zhang’s work blends traditional Chinese ink painting with contemporary pop culture, disrupting classical aesthetics through the integration of architectural elements, anachronistic objects, and surreal compositions. His practice creates a dialogue between heritage and modernity, offering visually striking narratives that resonate strongly with contemporary audiences and forward-thinking brands.
OTHER WORKS
CNY and Valentine’s Day limited editions, translating the rose into a tactile universe of memory and scent.
Chinese New Year limited editions, bringing creative heritage to life.
A collector’s Zodiac limited edition where the Horse embodies the passage of time.
