TBWA Kuala Lumpur
U Mobile
Telecommunications
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.
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.
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
