Lion Dance Viral
Client: Singapore Tourism Board
The Challenge
The theme for the Singapore Tourism Board’s first quarter campaign was 'Culture Meets Chic'. With that, we were tasked to bring this theme to life with an interesting digital idea.
The Insight
What we did was to dramatize the core essence of the theme, which was 'old meets new'. And took it further by combining Western hip hop dance moves into the thousand-year-old Oriental art of lion dance and unleashed the act onto the streets.
We created something of our own which is unique, exotic and surprising. We then filmed the performance as well as the reactions of onlookers marvelling at the spectacle and planted the video on YouTube.
The Effects
Demonstrating the theme in a fun and unexpected way, this Lion Dance viral succeeded in putting a smile on the faces of both tourists and locals. Not only did people spread the video across the Internet, they also started posting videos of their own. The freshness of this idea also created massive talk factor which led to earned media coverage across websites of national newspapers and blogs.
