The Brief

Help devotees practise their annual CNY 头香 tradition amidst COVID-19 restrictions for charity.

Client

Initiative

Let’s Go Bai Bai

Doing good by the gods.

Our Approach

Many Chinese believe that the first prayer of the new year at the temple symbolises good luck for the coming year. So they often throng the temple grounds on the eve of the Lunar New Year to offer the first joss sticks of the year in a tradition called, “头香”.

COVID-19 restrictions in 2021 meant the practice had to be cancelled. So we created a platform that brought the tradition from the physical space to the digital one —and to the heavens.