DAN's social agency Lemonade spreads festive cheer with AR filter on IG

Dentsu Aegis Network Malaysia's (DAN) Lemonade has designed an AR Christmas tree Instagram filter to liven up one's festive-themed Instagram Stories. The tree, adorned with gifts tagged for each of the DAN Malaysia brands, can be moved and resized to fit every photo opportunity.

To check out the filter, search for "wearelmnd" on Instagram and tap on the face icon on the account. Thereafter, tap on the "New Leaf" filter.

However, Lemonade is not stopping there. In an effort to make this Christmas greeting more than just an attempt at likes and shares, the agency has decided to link their Christmas tree to a real-life cause. It is using the tree to draw attention to the individuals at Malaysia’s Global Environment Centre (GEC) who dedicate themselves to preserving the natural beauty of Malaysia’s flora and fauna by running preservation and replanting programmes across the country.

According to Lemonade, it plans to raise RM5,000 with all donations sent to GEC's next tree planting project slated to run in February 2020. Donors are welcome to sign up as volunteers to plant trees with GEC at their tree planting session in February or donate to the cause.

In May this year, DAN grew its two-person influencer marketing unit Lemonade as a standalone agency, with full service offerings under social, digital PR, creative and strategy. Formed at the end of 2017 as a unit under Consider iProspect, the agency is led by managing director Ruhana DaSilva (pictured). She told A+M in a previous interview that the agency saw the need to branch out into other related areas of expertise including social, creative and strategy, as the demand for influencer marketing grew.

DaSilva's journey in the advertising scene began when she joined Consider iProspect in Malaysia as senior manager in May 2016, before being promoted to business director within the same year. Thereafter, she assumed the role of managing director of Lemonade in September 2017. Before that, she worked in application development and hedge fund before realising her true calling was to be in an environment where she could be creative and nurture individuals.

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