Description
This Chinese New Year, FairPrice and Homeground United resurfaces the legendary story of the Great Race* from ancient Chinese mythology, displaying a heartwarming parallel in its brand identity with the Dragon spirit of kindness, sharing and inclusiveness.
In the story of the Great Race in Chinese mythology, 12 animals raced to the Jade Emperor to determine their order in the Chinese calendar, known as the 12 Chinese zodiacs we know of today. Though the Dragon was destined for first place, she found her true triumph in acts of generosity and kindness, finishing in fifth place.
The campaign film retells the story of the Dragon in the Great Race, while drawing similarities to FairPrice’s role during preparations for Chinese New Year festivities in Singapore. Embodying the helpful spirit of the dragon, the film aims to celebrate the people behind the grand spectacle of feasts and reunions and encourage audiences to carry on the Dragon spirit into the New Year.
This professional campaign titled 'More Reasons to Celebrate' was published in Singapore in January, 2024. It was created for the brand: FairPrice Group, by ad agencies: eg+ and TBWA\Singapore. This 360°, Digital, and Film media campaign is related to the Other industry and contains 1 media asset. It was submitted 3 months ago.
Credits
Agency: Homeground United – an integrated collective comprising eg+, TBWA\Singapore, designory and OPRG
Media Agency: UM Singapore
Production House: Atypical Films
