Wednesday, February 2, 2011

From Campaign Singapore: Petronas' Chinese New Year ad by LB Malaysia

One of the most important things I've learned working in the Leo Burnett network is that creativity has the power to change behavior. Finding a brand's HumanKind purpose leads to great acts, including advertising stories that move people.

I see this again in this new Petronas ad for Chinese New Year from Leo Burnett Malaysia. Great work, guys!

Gong Xi Fa Cai!

See the ad below and the feature article about it from Campaigns Singapore.


Leo Burnett Malaysia launches Petronas Chinese New Year ad

KUALA LUMPUR - Leo Burnett has launched Petronas’ annual Chinese New Year campaign with a commercial highlighting the importance of family bonds and filial piety.Leo Burnett Malaysia launches Petronas Chinese New Year ad

Leo Burnett launches the Petronas Chinese New Year ad today.

Petronas' Chinese New Year campaign rolls out today across Malaysian TV channels. A touching twist to Chinese New Year ads, 'Their hope' explores the silent wishes of a group of elderly citizens in a changing society where parents are often taken for granted as their children relentlessly pursue success and independence.

The 90-second TV commercial will be supported by print and digital, and this campaign also marks the first time a Facebook application has been developed for the annual CNY festive campaign. Created by Leo Burnett Malaysia, the campaign brings a collection of insights and thoughts from parents who express their hopes and wishes for this Lunar New Year.

By highlighting their wishes, the Petronas festive commercial drives home how easy it is to bring joy and a smile to the elderly – by spending more time with them and giving them the love, respect, attention and understanding that they deserve.

Since its debut in 1996, festive advertisements by Petronas have been capturing the hearts and minds of Malaysians through storytelling - sharing simple but heart-warming stories that are reflective of moral values, cultural diversity, harmony and tradition that play an important role in Malaysians’ daily lives.


Project 'Their hope'

Client Petroliam National Berhad (PETRONAS)

Creative agency Leo Burnett Kuala Lumpur

Creative director Tan Yew Leong

Writer Ken Wong/Jovian Lee

Art director Ken Wong Woon Kian

Production company Chilly Pepper

Director Tan Yew Leong

Editor Affendi of Mirage

Post production APV

Exposure TV, press and online (Facebook and FB applications)

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