313@Somerset, a youth-centric mall in the heart of Singapore’s premier shopping district, commissioned Lucidity to bring their Chinese Lunar New Year celebrations to life. We based our creative concept on the couplet 年年有余 which translates as “Ample Surplus”. The character 余 shares the same pronunciation as 鱼 or “Fish”. Hence we show two friends leaping to catch a fish – or surplus – depending on how you choose to interpret it. As a part of this campaign we also created a short video contest on social media for our netizens.
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