Whilst the western world has Halloween, the Chinese have the Hungry Ghost Festival. On the 7th month of the lunar calendar, the Chinese believe the souls of the dead leave the underworld to roam the earth seeking nourishment. If unappeased these souls get up to mischief, so people offer provisions to feed and appease the lost spirits. And the more they buy, the better business gets for supermarket PX Mart. Our idea was that ghosts can’t be seen – we would open their eyes to the spirit world with a supernatural event – the first TV show in history with invisible stars. Our campaign sparked discussions and debate in the online world, and drove engagement with mystery solving solutions that encouraged consumers to buy more provisions.