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Lanterns have been recognised as the most beautiful way to send wishes to the Gods during Chinese New Year, with over 500,000 lanterns sent every year. But this beautiful tradition comes at a serious cost, including serious fires and even deaths.  OMD Taiwan leveraged the use of Google’s technology to transform an ancient tradition into an interactive digital experience by creating an online site for users to create their own wish lanterns, complete with personalised messaging capabilities for their loved ones, in The Better Wishes campaign.

Over 2.2 million people visited the Better Wishes site from more than 102 countries around the world. The effective media strategy inspired over 225,000 people to try digital lanterns, representing a 50% shift in people using digital lanterns over traditional ones, thus decreasing the harmful effect of physical lanterns on the environment