For year of the rat, we created a branded IP - cartoon Ratberry character, also known as Bobo Rat in Chinese (博博鼠). It is integrated with the Thomas Burberry monogram for the brand’s LNY collection. Ratberry became the star of a Lunar New Year campaign that leveraged video, social media, celebrity influencers, and gaming to promote the British fashion house’s new designs. Burberry released a series of short videos under the hashtag “Ratberry has arrived” (#博博鼠报道#).