New Year Weaving Dream Journey
新春織夢計劃
XIE Yi Ang
謝伊昂
BA (Hons) in Digital Advertising
"My name is XIE Yiang. I am a senior student majoring in Digital Advertising at THEi. During my studies, I have gained strong knowledge in content creation, media strategy, and how to effectively connect with audiences through various platforms. Today, I am very excited to present my graduation project, “Chinese New Year Dream Weaving Journey” — a brand experience campaign for Duffy and Friends × Hong Kong Disneyland 2027 Year of the Goat."
Chinese New Year Dream Weaving Journey is a brand experience campaign for Duffy and Friends × Hong Kong Disneyland 2027 the Year of the Goat.
Traditional Lunar New Year events are mostly passive “watch and take photos” experiences. This project transforms them? into an active “memory weaving” journey. Visitors follow LinaBell’s first-person perspective to enjoy daytime and nighttime park adventures. Key deliverables include a redesigned logo, seven character-themed posters, a physical DIY Clothing and Doll Workshop, and three promotional videos two Vlogs and one 60-second AI + live-action film).
The campaign turns one-time festive fun into lasting emotional memories that visitors can take home with them.
《新春織夢之旅》是 Duffy and Friends 與香港迪士尼樂園 2027 羊年合作的品牌體驗活動。
傳統農曆新年活動多為被動的「觀看表演、拍照留念」，遊客難以與迪士尼 IP 及香港文化產生深刻情感連結。本項目將「只是觀看節慶」升級為「親手織造並帶走記憶」的旅程。
遊客可跟隨玲娜貝兒的第一人稱視角，體驗白天陽光下的新年活力與夜晚燈火煙火交織的夢幻氛圍。香港文化不再只是遠觀的符號 ，而是成為可觸摸、可穿搭、可分享的設計語言。
主要交付物包括：重新設計的 Logo、七款角色主題系列海報、實體 DIY 服裝與娃娃工作坊，以及三段宣傳影片（白天 Vlog、夜晚 Vlog 與 60 秒 AI 結合實拍的《夢回迪士尼》影片）。
最終，本項目希望將迪士尼的新年，從一次性的節慶活動，轉化為每位遊客都能帶回家、珍藏一生的情感旅程。
Tutor: Mr Kalun HO