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CAPITALAND SPOOKTOBERFEST
Services Provided
Tactical Campaign, Brand Activation & Concept & Creative
Team Members
Kyleen, Suzanne, Shu Xian, Alex, Irfan, Eric & Shih Ean
Role
Designer
Client
CapitaLand
After a two-year hiatus, Clarke Quay’s signature Halloween event returned, this time, with a bold ambition to reimagine it as a day-to-night experience for a broader audience, including Gen Z, millennials, and young families. The challenge was to evolve it beyond a nightlife-only event into something more inclusive, vibrant, and unforgettable.
Our creative concept, Spooktoberfest, launched across CapitaLand’s city circuit malls - Bugis Junction, Bugis+, Funan and Clarke Quay, offering a playful mix of Eastern and Western spooky elements. The finale, SpooQuay, added a pun that echoed Clarke Quay’s identity, creating a cohesive anchor for the campaign.
At Clarke Quay, SpooQuay came alive with thrilling stage performances, interactive games, and a costume contest that invited visitors to unleash their creativity. From daytime family fun to electrifying night-time festivities, the event successfully reestablished Clarke Quay as the go-to Halloween destination, uniting community, culture, and celebration in one unforgettable experience.
