AR-SPICIOUS ANG POWS

MERIT Innovation in Design
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Agency

TBWA Kuala Lumpur

Client

U Mobile

Product/Service

Telecommunications

Brief

While the internet and the latest technology have made learning about almost anything immensely easy, the younger generation often remains unfamiliar with and disinterested in the rich traditions of Chinese New Year greetings. How can we capture their attention and change this attitude?  Amidst the array of food and activities competing for attention during CNY, one cherished tradition remains popular among kids— Ang Pows. These traditional monetary gifts, laden with blessings, continue to captivate young hearts.

Solution

By merging tradition with technology, we designed Ang Pows that also acted as a captivating educational tool for kids using Augmented Reality (AR), bringing traditional greetings to life through beautifully crafted animations that can be easily viewed via smartphones. These animations not only allowed children to discover for themselves how to use and speak the greetings but also explained their profound meaning, making learning about our culture an irresistibly engaging and interactive experience.

Credit

Chief Creative Officer: Yee Wai Khuen, Gigi Lee

Deputy Executive Creative Director: Fazlee Sabbaruddin

Associate Creative Director: Kenny Pang

Art Director: Kenny Pang, Koh Xian En

Copywriters: Chow Jann Rong, Mariana Lim, Chan Boon Haw

Designers: Koh Xian En, Chloe Chai, Lee Yen Yee, Liew Ying Tong

Executive Producer: Noelle Goh, Nisha Khirudin

Junior AV Producer: Mujib Abdullah

Print Producer: Farina Kee

Head Of Production Studio: Andy Ng

Senior FA Artist: Ivy Chan

 

New Business Director: Theresa Arthur

Brand Director: Alex Yap

Brand Executive: Urmilla Ganesan

 

AR Production House: Pixel 9 Productions

Producer: An Sok Fun