Singtel and Ogilvy & Mather revive Lunar New Year firecracker tradition in Singapore

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Singtel firecracker_New.jpgSingtel is livening up this Lunar Year New holiday by bringing back the fun of firecrackers – digitally – to Singaporean families. Together with Ogilvy & Mather, Singtel has created a one-of-a-kind mobile-enabled site, which simulates firecrackers, widely used in the past as an auspicious way to celebrate the festive season.

Once the highlight of Lunar New Year celebrations, firecrackers were banned alongside fireworks back in 1972 due to concerns over public safety. The Chinese believe that the tradition of lighting Chinese firecrackers drives away evil spirits and helps usher in prosperity.

“We’re excited to bring this tradition back to Singaporeans. Thanks to technology, our elders get to re-experience the fun of firecrackers while the younger ones get their first taste of this tradition. Anyone with a smartphone can join in the party!” said Diana Chen, VP of Mobile Marketing, Consumer Singapore, Singtel.

Through the Singtel site anyone can access the digital firecracker for free, on their Chrome or Safari browsers on both Android and iOS smartphones.

Chris Riley, Chairman, Ogilvy & Mather Group Singapore, said, “In the digital age, when most Singaporeans have a smartphone, we wanted to use mobile technology to re-create the firecracker experience virtually but in the most vivid way possible.

Singtel square.jpgThis highly interactive experience will bring family members and friends together as they line up their phones to create a long chain of firecrackers – the longer the better – to usher in prosperity.”

Credits –

Executive Creative Director: Melvyn Lim

Account Management: Hew Lee Yee, Kaylie Ong

Art Director: Loo Yong Ping

Copywriter: Roger Yong

Agency Producers: Lok Dan Li, Justin Png

Production Houses: Freeflow Productions, wewearglasses

Director: Peggy Goh