Artistic collaboration Carlsberg × Ofen Hu
Carlsberg CNY 2024 limited edition Collaboration
To celebrate the Year of the Dragon, Carlsberg collaborated with contemporary artist Ofen Hu. Combining contemporary elements with traditional symbols, Ofen Hu reinterpreted the proverb ‘the fate of the year is decided in spring’ through his artistic vision. The dragon, messenger of the New Year, embodies power, renewal, and optimism.
The artwork features the Carlsberg dragon playing with the ‘dragon ball’, also known as the ‘pearl of wisdom’. This symbol represents the pursuit of knowledge, enlightenment, spiritual growth, prosperity, and good fortune.
Ofen Hu brought it to life by infusing it with the spirit of spring flowers in full bloom, ingrained with an ethereal essence.
A 360° campaign
For the festive season, this collaboration combined limited-edition packaging with high-impact retail presence and digital campaign, positioning Carlsberg as a contemporary player in Chinese New Year celebrations.
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Ofen Hu
Hu Yunfeng 胡云峰 (Ofen Hu), is a Chinese artist who revisits and reinterprets traditional elements of Chinese culture through a modern prism. By using his contemporary artistic approach, he is known for his diverse art forms such as paintings, prints, digital illustrations, sculptures, toy designs and much more. His commercial illustration and design work has won over twenty international awards.
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