Lunar New Year 2020 at the Galeries

An Andpeople Project

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For Lunar New Year 2020, the Galeries transformed into 'The Land of the Rat' through an immersive storytelling experience that spanned across a 30 day period.

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An artist collaboration with Chris Yee sat at the heart of the LNY20 campaign to create a truly immersive mixed media experience.

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12 different artworks were developed by Chris, with each piece being specially designed according to the character of the 12 zodiacs and partnered with a modern lifestyle element.

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Across the Galeries, each of the zodiacs were also given a standalone cut out that was placed in the key activation area. These were accompanied by each zodiac’s 2020 fortune, as written by Chris’ brother - Andy Yee.

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The campaign included 3 key moments - an influencer food tour, open to the public food challenge with live performance by Jaguar Jonze & Lion Dance by Jin Wu Koon.

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Chris’ overall practice and process was captured throughout the project period. The footage was used to develop two hero pieces to tell the story of him, his artworks, his relationship with the Galeries and the overall LNY campaign.

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Andpeople Director: Andrew McDade
Andpeople Creative: Alex Wu-Kim
Andpeople Designer: Trav Leslie
Artist: Chris Yee
Copywriter: Andy Yee
Performance: Jaguar Jonze 
Food Challenge MC: Melissa Leong
Campaign Photographer: Darren Luk
Campaign Videographer: Benji Bock
Event Photographer: Redscope
Event Videographer: Redscope
Lion Dance: Jin Wu Koon
Assistant: Jazel Jovic