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Drop the Joss
Connect4Climate & World Bank Group
Advertising / Social / Digital

The brief was to create an idea that promotes the power of sustainability within a local context

Hungry Ghost Festival - celebrated on the 7th month of the Chinese Lunar Calendar is when the Asian believe that hungry ghosts return to Earth to haunt the living. So, we deliver special “offerings”,made of joss paper to these spirits to “calm them down”. But done via burning, this practise gives off awful grey smoke and CO2 that significantly increases air pollution level. So, we bring this tradition online with
Drop The Joss - an Instagram AR filter that gives us space to practise this custom without actually burning anything. Keep the tradition alive, keep the planet alive..

Credits : Seine Kongruangkit (Art Director)
Quynh Tran (Copywriter))

Awards: D&AD Wood Pencil