2026

LIT Entertainment Awards Winner - GUANG MING DAILY  - THE DICE REBELLION

THE DICE REBELLION

Entrant Company

GUANG MING DAILY

Category

Marketing - Integrated Marketing Campaign

Client's Name

YUMI CHUNG YAU MEI

Country / Region:

Malaysia

The Dice of Destiny: A Narrative Rebirth is a global comeback and empowerment campaign for artist Yumi Chung Yau Mei. This project innovatively employs a subversive "Reversed Flavor Architecture" strategy, focusing not just on mitigating the negative effects of cyberbullying, but on completely reshaping the power logic between the "perpetrator" and the "victim." We do more than just blend sensory experiences; we reconstruct social morality. Through the "Altruistic Toss" mechanism, the dice—traditionally a symbol of the unknown—is transformed into a totem of justice. When the number 6 is rolled, the project automatically activates a charitable financial system aimed at the vision of "Housing for All." This mechanism achieves a multi-stakeholder win-win scenario: banks acquire active new customers at an extremely low cost; brands (such as Fujifilm Instax) achieve premium pricing on limited-edition hardware and Direct-to-Consumer (DTC) sales; the project gains sustained profitability through digital rights and IP licensing. We are not just marketing; we are turning marketing expenses into social assets. Note: The visual elements and conceptual mood boards in this project were assisted by AI (Google Gemini) to better visualize the creative narrative and artistic vision.


Credits

CLERK
LIEW HSIAO LING
2026
LIT Entertainment Awards Winner - Linda Heartily Nguyen / Heartily studios

Entrant Company

Linda Heartily Nguyen / Heartily studios

Category

Game - Art Direction

Country / Region

United States