A Chinese New Year launch for a premium icon

Chinese New Year is a holiday of family, food and gifts, and Dyson’s Chinese audience is one of its most important. Dyson asked us to launch the limited Chinese New Year edition of its bladeless Supersonic hair dryer.

Showcase every feature of the product within the campaign’s Chinese New Year theme, and show how each attachment works together.

Working as an extension of Dyson’s design team, we started with the audience: Which colours define Chinese New Year? How does this audience use the internet differently? How should the site be internationalized? How do we present each feature intuitively?

Early mockups of structure, imagery and copy aligned both teams quickly and set feature priorities.

A simple, elegant microsite that drove traffic to Dyson’s main store and made clear why a $400 product commands its price.

Over 1 million people visited during Chinese New Year, and Dyson shipped to over 73 cities worldwide.