Delving into the traditions of our country’s Chinese community, CelcomDigi’s Chinese New Year film revolves around the expectations that one generation has for their next.
Titled “Rhythm of Destiny”, this festive film is a collaboration between CelcomDigi’s One Team comprising of M&C Saatchi and Naga DDB Tribal. It tells the story of a young dragon who stays true to his passion despite the challenges.
Young Xiao Loong is a happy and carefree yet awkward dragon child, who fumbles in his activities but finds solace in his love of music. And typical of a child, he doesn’t do the things expected of him by his parents or grandparents.
“We often place a lot of expectations on our children to succeed. But the truth is, not everyone takes the same path to success.” said Hor Yew Pong, Executive Creative Director of M&C Saatchi and the One team.
“It is known that the younger generation uses technology a lot in their daily lives,” he pointed out. “Based on that observation, we crafted a charming story about how CelcomDigi, a telco-tech company, helped our young hero unleash his true passion.”
As the story unfolds, it is revealed that Xiao Loong’s love for drums began when he was just a toddler – he used the abacus to create a percussive tune as his grandfather watched in realisation and delight.
With good academics in Maths and Science, Xiao Loong still chose to follow the creative path of playing the drums. What others saw as a hobby, he pursued as his true passion by composing a music piece for his performance using technology.
The story culminates in Xiao Loong’s drum performance bringing everyone together in celebration as his family watches with pride. By charting his own path with a love of music, Xiao Loong showed that one’s destiny is not determined by tradition but by believing in yourself.
This inspirational story highlights CelcomDigi’s vision of enhancing lives through technology and innovation, to reimagine the way we see the next generation of young Malaysians.
A first for CelcomDigi’s festive films, this charming three-minute mixed media film marries CGI and cinematography to bring a young dragon to life on screen.
CelcomDigi together with M&C Saatchi and Naga DDB Tribal wish all Malaysians a happy and prosperous Chinese New Year.
Check out CelcomDigi’s festive film “Rhythm of Destiny” on the official CelcomDigi YouTube page or Facebook.
MARKETING Magazine is not responsible for the content of external sites.