Firecrackers have been banned from the Malaysian public since the 90’s, and only corporations with a special licence can use them on certain occasions. But firecrackers are an indispensable part of Chinese New Year and Chinese culture worldwide.
Therefore instead of sending e-cards or actual greeting cards, Euro RSCG Kuala Lumpur decided to remind their clients the boisterous and joyful atmosphere of Chinese New Year in Malaysia before the ban – by reinterpreting the explosion of firecrackers through a Human Firecracker performance.
The performance consisted of hundreds of people wearing red in a formation resembling a giant string of firecrackers. The people were then ‘set off’, and convulsed in a manner that mimicked the explosion of firecrackers. This was filmed on video and then sent as a greeting message to all clients, suppliers and partners.
The performance was a collaboration with PJ College of Art & Design (PJ CAD) and PRS Productions.