2026

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
Entrant Company
Linda Heartily Nguyen / Heartily studios
Category
Game - Art Direction
Country / Region
United States