Coca-Cola and Target's Lunar New Year Calendar
Last Thursday I had the pleasure of attending Coca-Cola and Target’s launch of their limited-edition Lunar New Year calendar. Held in a cozy space at the First Amendment Gallery in San Francisco, the event featured Tiger-themed artworks by Asian American artists across the nation. The event was a collaboration between Coca-Cola and Target in their efforts to reach out to their Asian American consumers. The product? A unique and contemporary Lunar New Year’s calendar featuring 12 completely different, but equally stunning, Tiger-themed pieces of art. There was a call for the artwork last year, where organizers asked artists from across the country to submit work that artistically reflected “the power and beauty of the tiger.” And boy, did these artists fulfill that concept! Each art piece had its own version of originality, using mediums of digital imaging, paintings and even 3-D creations. I’m not a big art guru, but I must say that the work lining the walls were absolutely fascinating.One of the artists, Joseph Paul David, who has two of his artworks featured in the Lunar New Year calendar, was actually able to make it to the event. When asked about his inspiration for the contest, he said, “I’m inspired by Japanese origami art. The concept is always easy, but making it happen is the hard part.”
I also got a chance to meet with Coca-Cola representative Lauventria Robinson, who mentioned that though the calendar launch was just a pilot test, they were “getting tons of good feedback.” Sounds like we might see something like this again next year!
At the end of the event, all the guests were lucky enough to receive the Lunar New Year calendar as a complimentary gift. I have it hanging in my room right now and it has made my place much more vibrant.
If you’re thinking of getting one of these calendars for yourself or your family in time for the Lunar New Year this coming Sunday, they are currently only available at 15 Target stores in the San Francisco Bay Area. Here’s a link to the Lunar New Year calendar map of all the participating stores: www.bit.ly/LNYTargetLocations. They are free with any purchase of Coke products and can ONLY be redeemed at these respective Target stores. Each month also comes with some nifty Coke coupons for you heavy drinkers.
Photos by Jackelyn Ho for Mochi magazine