Phoenix Breath

School

INTI International College Subang

Lecturer(s)

Kuan Zin Ven

Brand

-

Rational

Phoenix Breath, also known as 凤凰水 (féng huáng shuǐ) is the centrepiece of a narrative campaign that shows people the consequences of an “incomplete” metamorphosis, one that takes shortcuts.

Phoenix Breath raises awareness for religious pyramid scheme-style scams through a fictional campaign. Adorned with phoenixes and rising suns, it personifies rebirth and transformation. However, upon closer inspection you realize there is more than meets the eye.

Peeling back the mask of promised success, Phoenix Breath reveals its true nature as an elixir that turns people into the personification of greed, the creature in Chinese Mythology known as the 饕餮(Tāo Tiè).