Anh Truong
Illustration | Mid-Autumn Festival campaign
Original illustration and campaign design for Ginkgo T-shirts' Mid-Autumn 2024.
Client:
Ginkgo T-shirts
Role:
Graphic Designer
Brand: Ginkgo T-shirts
Year: 2024
Scope: Creative, Illustration, Graphic Design
Overview
Ginkgo T-shirts is a retail brand celebrating Vietnamese and Asian cultures through its products and visual identity. As the in-house designer, I led this Mid-Autumn campaign from concept to execution: ideation, illustration, and all design deliverables.
Concept
The campaign centers on a key visual illustration depicting a traditional lion dance, with Ông Địa and the lion as the main subjects.
Deliverables
In-store & Print
- Front-shop poster (key visual)
- Store POSM
- Store decoration
Digital
- Facebook banner
- Web banner
- Social media post
- Newsletter
Activation
Two in-store activations were introduced: Tò He Maker & Free lanterns
The Results
- The campaign brought Vietnamese Mid-Autumn traditions to life through illustrations: visually cohesive, grounded in culture, and attention-grabbing in real life.
- Beyond the campaign, the lion dance illustration took on a life of its own. A year later, it was adapted into a children's t-shirt that became one of the top-selling pieces in the product line, and my first illustration to make it onto a Ginkgo tee.
Year:
2025
