December 21, 2013 was rumoured to be the end of the world. This became a hot topic in China, igniting massive discussions on the web.

To take advantage of the moment, we released this campaign on Saturday, December 22 - where alien representatives all over the galaxy sent congratulations messages to the people of Earth for surviving doomsday - in line with the "Life Less Serious" branding platform of Chupa Chups.