Telekom Malaysia - Faces of Courage
6. Digital Experience Kancils [6.3 Best use of social & messaging platforms]
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Links:
https://www.instagram.com/ar/981615386151567
Product/Service:
Telecommunications
Client:
Telekom Malaysia
Brief:
2022 was a tough year to recover from with retrenchments, inflation and recession on the rise. Ironically Chinese New Year is all about prosperity, luck and wealth where Chinese people are most likely to be judged for their achievements. So how can we help them through this depressing time and still push them to go home for Chinese New Year to face their family?
Solution:
In Chinese Culture, status is defined by one's face value and even has a saying, 'mei you lian' which directly translates to 'no face'. So this Chinese New Year, we gave everyone a face inspired by the forgotten art of Chinese Opera. Introducing 'Faces of Courage', an AR experience where people with no face to go home, can borrow these opera faces to face the year and more importantly face their family. We also told them stories of these faces through interactive digital short stories which they could find on all social media platforms, newspapers and even on angpao packets! Yeng le.
