The Qixi Festival, tracing its roots in Chinese mythology and romance, has a more practical modern connotation in being the Chinese Valentine’s Day. It is also the center of a weeks-long consumer spending frenzy that companies leverage not only for increasing sales, but also for brand marketing.

Luxury brand Moschino approached Branding Records to meet this challenge head on, particularly targeting their product line-up of heart-shaped bags. The situation had all the components of a straightforward brand marketing campaign: a suitable occasion, a product that’s properly themed, and a target audience that’s looking to spend.