Chinese biscuit brand Zhenghang rings in the festive season with an activation campaign 'Prosperity Santa' via Leagas Delaney Shanghai

Zhenghang.jpgLeagas Delaney thought to link Christmas with Chinese New Year by combining the holiday's iconic characters and thus Prosperity Santa was born. Prosperity Santa combines Santa's love of gift giving and the Prosperity God's gifts of money.

Visit the website to see the interactive video where Santa and the Prosperity God combine to become Prosperity Santa. Users control the character's gradual transformation. Users are able to find hidden surprises by clicking on different objects throughout the video.
The entire video was shot, instead of using 3D to give it an authentic feel. The video's production was handled by Stink Films in Paris and the music was composed in London. Leagas Delaney collaborated with O/R to design the site.

An on-ground event will be launched as well with Prosperity Santa riding a sleigh, pulled by donkeys to deliver gifts and money to consumers.

Next year, Prosperity Santa will spread holiday cheer throughout other countries in Asia.

Credits - Agency: Leagas Delaney Shanghai - Executive Creative Director: Kevin Lee. Creative Directors: Kevin Lee, Adams Fan. Art Directors: Zhanglei, Denghua, Rowan Tang. Copywriters: Ryan Falch, Chu Fang Yuan. Digital Art Directors: Ling Meng, Seah Du. Project Manager: Lydia Liu. Client Servicing: Kien Lim, Edward Dai, Eddie Zhang. Film Production Team Stink Film - Director: Nieto. Executive Producers: Desmond Loh, Louise Kwan. Producer: Ni Ding. Line Producer: François Dupont. Director of Photography: Jean-Charles Houdayer. Art Director: Marilou Chabert. Wardrobe Stylist: Claire Pedot. Hair & Make-up: Rose-Demonde Tacail. Editor: Nieto. After Effects: Nieto, Sébastien Fillinger, Julien Willemenot. Sound Designer: Alain Weiller. Talent: Laurent Mentec.


Marc said:

Great art direction.

Digital said:

Very fresh.

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