As 2017 was the year of fire rooster, Lexus's Sriracha IS was the perfect pair for the Chinese new year's celebration with the personality of rooster being strong-willed and vibrant. Sriracha IS connects to Asian market's strong foodie lifestyle and cultural identity. SF Chinese new year parade is largest lunar new year parade outside of Asia with 1MM projected attendance, plus live TV viewership. Produced a very exciting integrated campaign to Chinese market with a partnership of Sriracha company which is "Make 2017 hot with Lexus's Sriracha IS".