The Campaign

Redefine “Hungry Ghost Festival”. Ghost Month and the Hungry Ghost Festival is the most expected golden month to all ghosts and spirits. Preparing ritualistic food offerings are the feast for all visiting spirits. Taiwanese believed that if the ghosts and spirits are satisfied, they will bless and protect the living. We proposed: Ghost Month = Lucky Month.

Creative Execution

We created a tour which called: Heaven On Earth Tour and delivered a pleasant journey to all ghosts.

The TVCs and our app became a popular topic, we twisted people’s fear of ghost month, and they feel much connected to the cultural activity. The sales during ghost festival raised almost 40% in same period last year.

Hungry Ghost Festival is one of the Top 3 important promotion in Taiwan, it is also a bloody battle to all retailers. Carrefour need one impactful idea to stimulate more sales. Redefine “Hungry Ghost Festival”. Ghost Month and the Hungry Ghost Festival is the most expected golden month to all ghosts and spirits. Preparing ritualistic food offerings are the feast for all visiting spirits. Taiwanese believed that if the ghosts and spirits are satisfied, they will bless and protect the living. We proposed: Ghost Month = Lucky Month.

When believers make sacrifices of rich dishes to sate the lonely ghosts’ appetites keeping the locality safe and peaceful. They feel not only respect but fear of ghosts in mind. This year, we decided to give a twist on people’s fear and helping Carrefour to say the story through ghosts’ sight: The Ghost Month = 30 Days of Happy Summer Vacation We created a tour which called: Heaven On Earth Tour and delivered a pleasant journey to all ghosts. Ghost Month = Lucky Ghost Festival