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FairPrice CNY 2025
The Purrfect Witness
What do you see in every slice of life, every CNY? For us, we see the love that prospers in the little things.
So we convinced FairPrice to own it as their new festive platform.
And who better to tell that story than a free-spirited house cat who doesn't speak — but is the perfect witness to all the little things?
Mi Bao (咪宝) is now FairPrice's very own fortune cat.
Here's the line I wrote to make my ancestors proud:
点点心意暖万家,
团圆共欢迎春福。
And here's me being a Purrfect Witness to the little things that transpired on set.
Client
FairPrice Group
Agency • TBWA\Singapore + Omnicom Production
Senior Copywriter: Jeng | Assistant Creative Director: Kooichi Chee | Art Director: Faith Low | Executive Creative Director: Loo Yong Ping | Account Director: Germaine Ng | Account Manager: Valiffy Ng | Business Director: Cherie Tan | Project Director: Vicki Ong | Project Executive: Tess Lam | Project Manager: Mona Chua | Senior Integrated Producer: Victoria Tay | Senior Strategy Director: Vincent Crouzet | Strategist: Zeen Tng | Big thank you to HorngAnn Tee (Assistant Creative Director) and the social team for bringing all the festive catalogues, Mi Bao plushies and activations to life <3
Freeflow Productions
Directed by Peggy Goh
