
PX Mart Hungry Ghost Festival Campaign Film

2022
Agency – Ogilvy Taiwan
Chief Creative Officer – Giant Kung
Creative Director – Matt Wu
Art Director – Kelly Chiu, Mumu Luo
Copywriter – Alice Yeh, Chison Hsiao
The Hungry Ghost Festival is Asia's biggest festival dedicated to the deceased. It's a compassionate and unique tradition that celebrates the wandering spirits who return to the world of the living with grand feasts and exuberant activities. Sadly, fewer and fewer people are carrying on this hospitable tradition today. As the people's supermarket, PX Mart decided to break new ground by inviting the most iconic ghosts in Taiwanese culture, such as the Lady in Red, the Water Spirit, and the Ogre, to participate in an "interdisciplinary dialogue" with six people involved in Hungry Ghost ceremonies. In front of a stage projecting different customs and scenes, they held in-depth and culturally significant conversations with a message of humanity and care, conveying the goodness of the Hungry Ghost Festival.