Artistic collaboration Carlsberg × Ofen Hu
Chinese New Year Limited Edition
About the Collaboration
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.
Campaign Activation
A 360° campaign
For the festive season, the collaboration brought the artist’s universe to life through premium limited-edition packaging, supported by a distinctive campaign key visual. The launch combined a high-impact retail rollout with a 360° digital campaign to spark desire and reinforce Carlsberg’s contemporary relevance for Chinese New Year. A behind-the-scenes film and social-first content extended the storytelling and sustained engagement across platforms.
Commission
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Visual Codes
Assets
- Design
- Experience
ABOUT THE ARTIST
Ofen Hu
Ofen Hu is a Chinese illustrator and designer 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.
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.
