Client: Ministry of Culture, Community and Youth (MCCY) 

Agency: DDB Tribal Worldwide Singapore

CNY AR FILTER

For Chinese New Year (CNY), the Ministry of Culture, Community and Youth (MCCY) wanted to engage and entertain young Singaporeans, while educating them about CNY customs. 

Some of the most popular customs? Exchanging mandarin oranges in pairs for good luck, and enjoying pineapple tarts for prosperity when visiting family and friends. 

We created Facebook AR camera effects that mapped these two CNY must-haves onto users’ faces to create fun and festive selfies. Users could then save and share the photos. 

This novel idea and execution helped to cut through the clutter of CNY social content and engaged not just young audiences, but also their families and friends.

Try the filter