The brief was for a hoarding. But we thought it could be more than that. With the Year of the Monkey New Year celebrations near, we chose to tell the classic Chinese story Journey to the West, which features the famous Monkey King. We chose to tell it visually, combining 500-year old text with modern design.
Our designs were big and easy to share. This enabled people to post not just on Western social media, but on Chinese social media as well, giving us a much larger audience than those walking by. Everyday, hundreds of people stop to view our work and share it with their networks.