HUAT “AR”

During a season where it’s all about tradition, how can MCCY engage young Singaporeans and spread good luck 🍊🍊 in a new and modern way?

How it workED

The creation of a Facebook AR camera filter was at the heart of our Chinese New Year (CNY) campaign. Designed to engage and entertain young Singaporeans while educating them about CNY customs, this interactive feature allowed users to transform their faces with two festive must-haves—mandarin oranges and pineapple tarts.

These beloved symbols were chosen for their deep cultural significance: exchanging mandarin oranges in pairs represents good luck, while enjoying pineapple tarts symbolises prosperity when visiting family and friends. By integrating these traditions into a fun and shareable AR experience, we encouraged users to capture festive selfies, save them, and spread the CNY spirit with their loved ones on social media.

Beyond being a playful filter, this initiative helped cut through the clutter of CNY social content by offering a unique, interactive way to celebrate tradition. It not only resonated with young audiences but also sparked conversations across generations, reinforcing the meaning behind these customs. By blending tradition with digital innovation, we created an engaging, accessible way for Singaporeans to embrace and share their cultural heritage in a modern, memorable format.