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    For billions of Chinese around the world, Lunar New Year without Firecrackers is just like Christmas without Christmas trees. So when the Singapo… Read More
    For billions of Chinese around the world, Lunar New Year without Firecrackers is just like Christmas without Christmas trees. So when the Singapore government imposed a ban on firecrackers in March 1972, Lunar New Year has never been quite the same. This is how we brought a 44-year lost tradition back into the homes of Singaporeans, without breaking the law. Read Less
    Published:
How a national telco brought a lost tradition back into the homes of Singaporeans after 44 long years.
Background

For billions of Chinese around the world, Lunar New Year without firecrackers is just like Christmas without Christmas trees. So when the Singapore government called for a total ban on firecrackers in March 1972, Lunar New Year has never been quite the same.
 
Idea

As the national teclo, Singtel wanted to bring back the auspicious sound of firecrackers. So we created the Singtel Firecracker; the world's first Mobile Firecracker.
 
Ogilvy & Mather Singapore
Executive Creative Director: Melvyn Lim
Senior Art Director: Loo Yong Ping
Tech: WeWearGlasses