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
We had people asking if "good brothers" could be offered food beyond the usual fares. The answer is YES.
We penned an open letter in 4 languages to foster mutual understanding in the community. It reached more than 62,000 people.
With the help of illustrations and vibrant colours that reflect the kitschiness of the boisterous Zhong Yuan Festival, we hope to lower the gap between insiders and outsiders of the festival. After all, we are all in the same community and everyday neighbours.
