Embracing Tradition: FairPrice Group’s ‘More Reasons to Celebrate’ Chinese New Year Campaign
As the auspicious Chinese New Year approaches, FairPrice Group, in collaboration with Homeground United, brings forth a campaign that transcends time, resonating with the legendary tale of the Great Race from ancient Chinese mythology. Titled ‘More Reasons to Celebrate,’ this campaign not only encapsulates the festive spirit but also aligns FairPrice with the benevolent essence of the Dragon.
The Great Race: A Tale of Kindness and Triumph
At the heart of the campaign lies the narrative of the Great Race, a revered story in Chinese mythology where 12 animals raced to the Jade Emperor, determining their order in the Chinese zodiac. Despite the Dragon’s destined first place, her true victory unfolded in acts of generosity and kindness, leading her to finish in fifth place. This timeless tale mirrors the ethos of FairPrice Group’s brand identity.
A Parallel Journey: FairPrice Group’s Role in Chinese New Year Preparations
The campaign film masterfully intertwines the myth of the Dragon with the role of FairPrice during the Chinese New Year festivities in Singapore. Embodying the helpful spirit of the Dragon, the film not only pays homage to the people behind the grand feasts and reunions but also encourages audiences to carry forward the Dragon spirit of kindness and inclusiveness into the New Year.
Celebrating the Unsung Heroes: People Behind the Festivities
While the spotlight often shines on the grand spectacle of Chinese New Year celebrations, ‘More Reasons to Celebrate’ shifts the focus to the unsung heroes—the individuals who work tirelessly to make the festivities memorable. It is a tribute to those who embody the spirit of the Dragon in their acts of generosity and kindness, contributing to the collective joy of the season.
Creative Collaboration: eg+ and TBWA\Singapore
Crafted by the creative minds at eg+ and TBWA\Singapore, this 360°, Digital, and Film media campaign elevates storytelling to evoke emotions and connect with the audience on a profound level. The single media asset encapsulates the essence of the campaign, making it a powerful and memorable experience for viewers.
FairPrice Group’s Commitment to Tradition and Community
Published in Singapore in January 2024, ‘More Reasons to Celebrate’ not only celebrates Chinese New Year traditions but also reinforces FairPrice Group’s commitment to fostering a sense of community and shared joy. As the Dragon spirit permeates the campaign, it leaves behind a message of kindness, sharing, and inclusiveness—a message that extends beyond the festivities into the hearts and homes of the audience.
As you immerse yourself in the heartwarming narrative of ‘More Reasons to Celebrate,’ you’ll find a resonant harmony between ancient mythology and contemporary celebrations, symbolizing the enduring spirit of tradition and community that makes Chinese New Year a truly special and inclusive occasion.
