Drop The Joss
An iconic Asian traditional custom is a surprising toxic source of CO2 through the act of burning. So, we decided to “digitalize” it with an Instagram AR filter that gives the Asian community space to practise this custom … without actually burning anything.
Keep the tradition alive, keep the planet alive.
Miami Ad School Berlin, 2020
An AR filter
To gamify this burning experience, we create an AR filter in which people can simply drag and toss various kinds of joss materials into the flame – this captures the exact replica of the original Hungry Ghost Festival tradition itself.
These digital billboards are displayed across multiple central Asian cities where the festival is highly celebrated, tracking the real-time pollution level during the smokey month.
The Lunar Calendar functions on a different principle as compared to the commonly used one, which annually shifts the exact date of the Hungry Ghost Festival – so people simply Google it. This is a right spot for us to target the right ads to the right audience, prompting them to maybe give it a try with burning differently this year.
Copywriter — Quynh Tran
Art Director — Seine Kongruangkit
Tutor — Sabine Georg
Tutor — Lukas Kurt Roßmanith
Tutor — David Stadtmüller
Cool enough for
2020 D&AD New Blood — Wood Pencil
2020 Summit Creative Award — Silver
2020 Creativity International Award — Bronze
2020 Creative Conscience — Highly Commended
2020 AD STARS — Finalist