A project for Malaysia Airlines,
handling foldie character design, microsite and video.
Copy from XM | JWT
"Rather than let festive greetings waste away into forgotten bytes after the season is over, we drew upon the nostalgia of handmade cards to craft a series of Christmas e-cards with a twist. Enter Uncle Santa, Remy the Reindeer and Snowman Sam, our specially appointed bearers of good tidings. We invited users to the campaign site, where they could choose their favourite character, add a meaningful message, then send it to loved ones, who could then turn the e-card into a cute little Christmas foldie. Videos demonstrating how to bring the foldies to life were also put on YouTube.
Dashing across the realms of cyberspace, merrily making their way into homes, offices and Instagram feeds, almost 40,000 foldies were sent out during the 12-day campaign. These adorable foldies remind us that giving at Christmas doesn’t need to come with a price tag—it’s the thought that counts."
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