During 2021 – the year after social distancing period due to Covid-19, there seemed to be a lack of connection and joy with others around us.

Vincom’s goal during this epidemic was to provide visitors a joyful, uplifting and inspiring Chrismas holiday experience to connect everyone, while maintaining the lowest implementation costs possible.

Inspired from 'The Bears'

Bear - an animal representing happiness and new beginnings full of energy after hibernation. Bears are loved by all: from adults to children, everyone loves the feeling of being embraced by a soft, warm, lovely teddy bear.

Inspired by bears, Aurora has built a set of characters called Happy Bears Squad for Vincom 2021 Christmas campaign, representing warm hugs and energetic new beginnings. In addition, Aurora proposed a cost-optimization strategy by building a set of character patterns for several activities: from shopping malls decoration, to offline interaction and online communication on social media.

This campaign’s Key Visual showed a happy family following Happy Bears Squad with the key message “Inspirational Festival – Connecting Love”, linking the world of Happy Bears Squad with visitors of shopping malls.