Maxis: advert-body-3 by IPG Mediabrands

The ‘HuatAR’ campaign is a world’s first, devised by the team to bring blessings (‘Huat’ in Hokkien) and make the culturally significant lion dance more accessible to masses through the use of augmented reality (AR) technology.

Users will have the opportunity to download the Maxis “HuatAR” app and collect unique ang pao packets from any Maxis store. Through AR, the scanned ang pao packets will transform and activate an interactive lion that users will be able to engage with.

The app itself was developed from scratch with The Ministry Experience. In-depth research went into studying lion dance movements to make the experience as realistic as possible, with the lion developing pet-like behaviours, and animated movements to have a mix of traditional and millennial interactions.