In commemoration of the upcoming Hungry Ghost Festival, creative agency PROTOCOL has launched a digital offering concierge on its Instagram Stories.
The agency came up with the idea to reimagine the premise and ritual of the offerings for a new generation, in a digitally savvy and ecological manner.
“The burning of paper offerings during the Hungry Ghost Festival has always fascinated us. Its practices are firmly rooted in tradition but elements of it have evolved with changing material needs of the living. Paper bungalows, limousines, branded bags have been joined by paper digital devices and vaccination kits.” Benjamin Lee, the Creative Director of PROTOCOL explained.
“While some might find the idea a little taboo, it is about filial piety, and it’s a part of our heritage that is definitely worth preserving,” He added.
In just 24 hours it received over 10,000 impressions and over 30 digital offerings ranging from the classic Rolex to McSpicy, and a Spice Girls van.
This culminated in the digital burning ceremony held on Instagram stories on the 30 August – traditionally the day when the gates of hell are opened.
Highlights can be viewed here. Watch the burning ceremony below.