A Singaporean-styled Christmas: Social Media Campaign
And the countdown finally begins!
It’s Christmas Lah!
No White Christmas? Fret not! Celebrate a different kind of christmas with us at Cornerstone this year at 'It's Christmas Lah!'. If you have always imagined this day to constitute a joyous bearded man in a fat suit sitting by heaps of gifts, you got it completely wrong. More than reappropriating this yuetide cheer by adding a local singaporean spin, we would like to invite you to experience our very own take on christmas.
I used the concept of reappropriation to craft this social media campaign. Reappropriation is the re-intepretation of the existing, drawing it away from its original or popular perception to suggest an alternative way of seeing and thinking. It is a process commonly used in art and design, aimed to disrupt our often unconscious yielding towards common ideologies. In this case, the modern ideology of Christmas revolves around a fictional narrative on Santa Claus and his gifts, and the challenged perception that Cornerstone would like to propose is the factual account of Jesus Christ and His gift to us.
On this premise, Christmas should not have to be confined within the American ideology of Santa, presents and snow. This was an opportunity to create our very own local rendition of how we would like Christmas to be. After all, Milo is a healthier and tastier alternative to hot chocolate, and building a sandman is far stronger than one made out of snow. Let's celebrate Christmas this year differently lah!