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For the Year of the Rat, Paramount Property envisioned a Chinese New Year campaign to drive their brand awareness and increase their sales gallery footfall. To that end, we conceptualised and delivered a full brand awareness campaign which included bringing the campaign mascot Bai Le Shu to life, an interactive game, AR-powered ang pows, and a website, utilising social media to drive public interest. The campaign was a huge success, bringing Paramount Property to the forefront of people's minds.
Executive Producer: Darien Mah & Jeff Chang
Associate Creative Director: Nico Pua
Creative lead: Jacqueline
Designer: Yee Jia
Creative Copywriter: Sara
Digital lead: Chris
Digital designer: Jia Jun, Ivy Sho
Digital copywriter: Evon
Digital marketing: Ellie, Zipporah, Adrian
Junior Art Director & Animator: Eric Loke
Writer & Voice Talent: Michelle Wu
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