Zhong Yuan Festival 2020

A Self-Initiated Digital Festival & Campaign

WINNER OF SG GOOD DESIGN MARK 2021

INTERACTIVE DESIGN BY SIAH

UI/UX & PRODUCT STRATEGY BY CONVEY

PHOTOGRAPHY BY CHONG


MAKING NOISE IN A MUTED YEAR

We launched “Zhong Yuan Festival” in 2020 as a response to Covid-19 where many festivities had to move online or be scrapped altogether. We wanted to create a home for the festival online. A place to preserve its vibrancy in the face of a muted year.

Beyond preservation, we also saw a digital approach as an opportunity to foster greater understanding between devotees and people outside of the Zhong Yuan community.

The project told the story of Zhong Yuan across a fully interactive website (zhongyuanfestival.sg) alongside getai and opera live streams as well as a packed social media calendar of weekly original videos, profile features, myth busters, a photo essay and even an open letter.

At the end of the month, we reached over 1.2 million people on social media, generated over 9000 meaningful engagement (likes, comments and shares) and attracted 23,240 unique visitors to our festival landing page, all in the span of the month-long festival.

  • INTERACTIVE WEBSITE
  • CONTENT CREATION
  • VIDEO PRODUCTION
  • SOCIAL MEDIA STRATEGY
  • GRAPHIC DESIGN
  • PR & MARKETING