Every wish has a place to grow.
The Wish Tree was the centerpiece of Gahvare’s large-scale Nowruz (Persian New Year) campaign, a richly detailed illustration designed to capture the spirit of new beginnings and the heartfelt wishes of Iranian families. The campaign required more than 10 motion graphics pieces, all derived from a single illustrated artwork.
The creative challenge was to extract a full reel of diverse and engaging animations from one static image. The solution was to break the illustration down into its individual sections and details, treating each element as its own visual story. By animating the intricate details of the tree separately, the campaign delivered a varied set of motion pieces that each felt unique while remaining visually cohesive across the entire campaign.
For the main visual and opening motion, the approach involved close-up zooms into the illustration’s finer details, gradually pulling back to reveal the full picture creating a sense of discovery and depth that anchored the entire campaign’s visual identity.
The Wish Tree campaign was a fully integrated effort, spanning both physical and digital advertising channels, making it one of Gahvareh’s most expansive seasonal campaigns to date. The results reflected the campaign’s broad reach and strong audience resonance.
App installs increased by 20% over the course of one month, demonstrating the campaign’s direct impact on user acquisition. During the 20-day digital pre-awareness phase alone, 2,000 new users were added to the platform, a significant number that highlighted the effectiveness of the campaign’s early rollout strategy.
On the social media front, Gahvareh’s Instagram following grew by 15% over the campaign period. While the direct attribution of follower growth to the campaign could not be measured with full precision, given that Instagram advertising was running alongside the broader campaign materials, the numbers were recorded during the period of peak campaign activity, making the correlation clear.
For the main visual and opening motion, the approach involved close-up zooms into the illustration’s finer details, gradually pulling back to reveal the full picture, creating a sense of discovery and depth that anchored the entire campaign’s visual identity.
