Miami Ad School
Hungry Ghost Festival – celebrated on the 7th month of the Chinese Lunar Calendar – is when Asia believes that hungry ghosts return to Earth to haunt the living.
As part of the festival, special “offerings” are delivered – made of joss paper – to these spirits to “calm them down”.
But this process is done via burning, this gives off an awful grey smoke and CO2 that significantly increases air pollution level.
So, we bring this tradition online with Drop The Joss – an Instagram AR filter that gives us space to practise this custom without actually burning anything. Keep the tradition alive, keep the planet alive.