Creative work of the week APAC: Maxis celebrates Chinese New Year 2018 with augmented reality lion dance
The winner of this week's creative work of the week, Chinese New Year special in Asia Pacific is Maxis, which used augmented reality (AR) to create a campaign called ‘HuatAR’, to make the lion dance more accessible to the masses.
Interested 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 and the campaign was created by IPG Mediabrands.
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.