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JEM CNY

The Brief

Fresh off the success of their Christmas campaign, Jem wanted to reinforce their branding as the hip, exciting and fun mall in the west.

The Idea

Let’s Go Bananas This Lunar New Year
To usher in the Year of the Monkey, we came up with a vibrant, tongue-in-cheek campaign that leveraged local wit and humour, including a:

1. Jio* You Prosperity Wall, where shoppers could win attractive prizes.

2. Bananas for Prosperity Red Packet Set

3. Perfectly Prosperous Dining Set

*“Jio” is a uniquely Singlish term, that loosely translates to mean “invite”, and is also a phonetic homonym for “banana” in Hokkien.

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