Royal Salute | 2026 Lunar New Year Campaign

Context

Royal Salute 21 Year Old Special Edition, created for the coronation of the Queen and commemorated with the 21 Gun Salute fired from the Tower of London, will celebrate the Lunar New Year with its own "gun salute" - a swirl of brightly illustrated CNY elements fired from Royal Salute's home, The Tower of London. It is a momentous time for families ringing in the new year which fills the world with light and sound, a cultural explosion.

Challenge

Royal Salute's Lunar New Year limited editions feature different artists each year, creating a cohesive yet fresh collection that builds anticipation and collectibility. The challenge was animating Emily Carter's "Igniting the New Year" illustration to bring fluid beauty to her intricate packaging artwork. The team integrated AI to generate cell animation-style motion assets, allowing the packaging's refined details to flow and unfold on screen, expressing cultural fusion and festive energy.

Design Concept

Our creative concept celebrates the art of “the blend”, positioning Royal Salute as the master of creating the extraordinary. We achieve this by audaciously fusing powerful dualities into a single, harmonious vision. We will build an inspiring realm where "Power" and "Grace" coexist; where "Royal Tradition" brilliantly embraces "Modern Interpretations”; and where the pinnacle of "Western Craftsmanship" seamlessly merges with the rich symbolism of "Eastern New Year Elements.” In this world, the vibrant energies of the "Royal Lions" and the "New Year Stallions” are brought together, creating a majestic momentum that harmonizes perfectly with the regal elegance of the masterpiece whisky. The result is an extraordinary world where every element, from the substance in the bottle to the spirit of the celebration, becomes a perfect, artful union.