/ SK-II
Celebrating beauty – and pigs
Direction
Chinese New Year, also known as Spring Festival, is traditionally celebrated in February. But as 2019 is the Year of the Pig, we faced something of a challenge – especially when it comes to packaging beauty products.
The pigtail transforms into the Chinese character for ‘Spring’.
![](https://happy.fb.se/wordpress/wp-content/themes/happy/img/image_background.png)
Creation
We decided to give “piggy’s” precious appendage our attention. A pale pink pigtail curls around the bottle, simultaneously rendering the Chinese character for ‘Spring.’ The result? Japanese minimalism – with a twist.
Activation
The Year of the Pig was re-imagined in multiple ways, but most other brands forgot the twist. Which meant SK-II could hog most of the attention.
![](https://happy.fb.se/wordpress/wp-content/themes/happy/img/image_background.png)
![](https://happy.fb.se/wordpress/wp-content/themes/happy/img/image_background.png)
![](https://happy.fb.se/wordpress/wp-content/themes/happy/img/image_background.png)
![](https://happy.fb.se/wordpress/wp-content/themes/happy/img/image_background.png)