Ghost and paranormal activity stories have always attracted South East Asian audiences. But there is something scarier than a ghost; it is to be ghosted by a friend staying late in the office.

The idea was to leverage Park’s social presence to introduce a new ghost story that highlighted the need for a better work-life balance. The initial video from Park depicted “paranormal activity” in a bar, raising curiosity and online conversation. A social film then linked the ghost at the bar to an office worker putting in late hours, raising awareness about overworking culture in South East Asia – showing friends who chose work over friends are effectively “ghosting” them.