With concept and design by Y&R Vietnam, Y&R Singapore offered technical support in creating the website, whereby internet users can upload their bad luck stories and get them turned into smoke and ashes on 21 January, 9pm.
Kit Ong, executive creative director at Y&R Vietnam, noted that the more superstitious adopt all sorts of rituals to get rid of their bad luck before the approaching Chinese New Year, and Tet in Vietnam, including getting a haircut, buying new clothes or spring-cleaning.
“So we had the idea to create a website where people could enjoy a ceremonial burning of their bad luck stories. The guys in our Singapore office then helped us to make the idea a reality. So here's to burning bad luck, and lots and lots of good luck in the Year of the Dragon,” said Ong.
