Bentley celebrates year of snake with artistic campaign

Crafted by a professional artist using paper quilling, the creative features a series of greetings depicting a snake weaving through traditional Chinese New Year shapes, with design combining China’s national colour, red, with a wider pallet for a more modern feel.

The artwork combines traditional and modern shapes and colours to reflect Bentley’s traditional heritage and modern appeal. A Bentley Continental Flying Spur is inserted into Chinese elements of the campaign only, to promote the spacious four-door Grand Tourer within the region.

Running across digital, social media, print, posters, greeting cards and window and floor graphics, the campaign will launch on 10 February, across mainland China, and is also in other areas with a large population of affluent Chinese consumers from Singapore to Vancouver.

The New Year greeting will be also used across Chinese social networks Sina Weibo  and YouKu, bentleymotors.com and Bentley dealer websites. 

Kiran Jay Haslam, marketing and communications manager of Bentley Motors China, said, “Chinese New Year is an ideal opportunity for Bentley to further engage with our Chinese customers." 

"Having worked closely with Connect for over a decade, it was important for us to continue working with a business that really understands Bentley as a brand and how it translates to other markets.”