Every year, around August, the Hungry Ghost Festival takes place in Singapore. During this month, it is believed by Singapore's Chinese residents that ghosts roam freely, and spiritual activity is at an all-time high. In a city that is fast modernizing, heritege festivals and cultural processions are misunderstood, and therefore deemed irrelevant by an explosion of expatriates, and burgeoning youth.
To speak to them, we decided to kill one of the most famous Singaporean national mascots and resurrected him as the spirit of the season, providing helpful tips, boos and don'ts for the Hungry Ghost Festival. Our efforts went viral within days, with much of the online community spreading word scarily fast.