How can we stand out during the busiest holiday season of the year?

Converse wanted to own the Year of the Rabbit conversation without repeating the red-and-gold cliches of holiday campaigns. Hello We built the campaign around a simple truth: the new year is less about tradition than about the feeling of starting again. Sixteen artists were invited to reinterpret the rabbit through their own visual languages. The work ran across Xiaohongshu, WeChat, and out-of-home placements in Shanghai and Beijing during the six busiest weeks of the season.

CASETiFY, known for using phone cases as blank canvases for self-expression, took a fresh approach by highlighting "unexpected canvases" around us. In the streets of Shanghai, bed sheets hang outside traditional 'longtangs', adding a splash of color to the city's backdrop. Drawing on this inspiration, CASETiFY invited 16 artists from both domestic and international backgrounds to reinterpret these into artworks. Among the contributors were paper-cutting artist Chen Fenwan, multimedia artists LOXEL and Joyce Wu, illustrators Joce Cova, Phannapast, Yeah Yeah Chloe, Bodil Jane, WHOSMNG, Uncle Belly, and Humberto Cruz, graffiti artists Crosswave and Zibezi, and musicians Cacien and jfever. Each artist's interpretation was printed onto oversized fabric panels and hung along the actual longtangs that inspired them, turning the campaign's source material back into a living installation. The artworks were then translated onto a limited run of phone cases, bridging the gap between street-level inspiration and everyday object — letting the city's own visual language travel home with its residents.