Hungry Ghost Festival
2011

The Key focus of this branding campaign is to remind people of the primary ideas behind this traditional chinese festival, one that has huge significance to our culture yet increasingly alienated by the younger generations of Singaporeans. Having being associated with superstitious connotations and aging beliefs, this festival’s practices and celebrations are increasingly being marginalized. This year, we remind ourselves of the primary idea behind this festival, that of Filial Piety, based on the teachings of Confucius more than 2000 years ago in Ancient China, and how acts of offerings and giving to the deceased is a traditional mark of remembrance, love, and respect for the elders.

Campaign collaterals consists of poster, direct mailer, catalogue, TVC and souvenirs in the form of Limited Edition Hell Bank notes, promoting this event held, for the first time ever, at Fort Canning Park.


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© 2011 FACTORY 1611