Singaporeans were eagerly anticipating the end of the Stabilisation Phase in November 2021. However, the new Omicron wave emerged just days later, bringing a swift realization: Singaporeans would face a second quiet Lunar New Year. With public morale low, it became critical to inject optimism and renewed resolve. Grey reframed the conversation around the true value of Lunar New Year, focusing on the outcome of strengthened family bonds. 

Meaningful Celebrations, Stronger Bonds 

Famous

Chinese New Year is the biggest celebration for Chinese Singaporeans. Pre-pandemic, Chinese Singapore residents can be seen visiting up to five households in a day during Chinese New Year. It turns out that, while celebrations pre-pandemic were boisterous and festive, people were not spending quality time connecting with one another nor did they feel anything close to being meaningful. Grey created a 3-minute short film, an interactive Instagram ‘HuatAR’ filter and ran a social activation by engaging seven influencers for this campaign. 

Effective

• Over 5M Digital and Free-to-air views (film) 

• Over 1M Reach on Facebook (film) 

• Over 197K Impressions (IG HuatAR filter, organic)