FairPrice embodies the spirit of the dragon in new CNY film

This Chinese New Year, FairPrice has resurfaced the legendary story of the Great Race from ancient Chinese mythology in a heartwarming brand film about kindness, sharing and inclusiveness.

Done with Atypical Films, the film begins with a child narrator retelling the story of the dragon in the Great Race in which everyone is gunning for first place.

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However, the dragon finishes in fifth after helping other animals along the way. The film draws similarities to FairPrice’s role during preparations for Chinese New Year festivities in Singapore.

“The brand’s role in the community has always been significant, and especially so during festive seasons,” said Loo Yong Ping, deputy executive creative director, TBWA\Singapore which worked on the campaign under Omnicom Group's Homeground United. The Homeground United agency is an integrated collective comprising talent from, eg+, TBWA\Singapore, designory and OPRG.

“When we dove into the cultural truths of Chinese New Year, it was inspiring to find similarities between the dragon and FairPrice,” Loo added.

As the film shows scenes of individuals helping others along the way, it emphasises how the mythological figure of the dragon still lives among us in the most unexpected ways.

Embodying the helpful spirit of the dragon, the film also aims to celebrate the people behind the grand spectacle of feasts and reunions and encourage audiences to carry on the dragon spirit into the New Year, said a statement from the brand.

“The dragon spirit resonates well with our everyday purpose to serve Singapore with essentials at great value in the hope that we give everyone more reasons to celebrate this Chinese New Year”, said Alison Ee, director and head of customer and marketing (retail business), FairPrice Group.

Managing director of eg+, Joyce Chen, also added that from cultural insights to execution, the campaign story was crafted to reconnect audiences to FairPrice's brand ethos.

“The trust and strong collaboration between client and agency were the building blocks of this success, breathing life into a message that's both relevant and impactful for audiences this Chinese New Year,” she explained. 

FairPrice is no stranger to brand films that spotlight its helpful staff. It recently launched the campaign “Always, FairPrice” last year as it looked to respond to growing rates of inflation as well as to celebrate its 50th birthday.

To commemorate the group’s 50th birthday, the campaign includes a set of films that delve into the lives of the people behind FairPrice using POV shots and a vlog-style format to pay homage to the many faces that work tirelessly at FairPrice Group.

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