Inspired by the glimmers of hope for better days that people feel during difficult times, Hong Leong Bank (HLB), in partnership with Naga DDB Tribal, released a film titled ‘Nian: The Untold Story,’ for its CNY campaign ‘Renew Together, Prosper Together.’ The overall campaign aims to continue supporting Malaysians renew, refresh and rebuild stronger in 2021 and beyond.
The film is told through a heartwarming (virtual) conversation between Ah Boy and his Poh Poh, as his story brings to life a creative re-telling of the age-old legend of the ‘Nian’ monster, a mythical beast that preys on crops and destroys villages during the winter time.
“Taking a page out of their (Ah Boy and Poh Poh) book, we can see that it pays to come together and plan ahead, to defeat the common enemy, before rebuilding and renewing lives in times of unprecedented adversity,” said Chief Marketing and Communication Officer of HLB, Zalman Zainal. “After all, when we unite and ‘Renew Together, we Prosper Together’ and we are the ones who will reap the benefits of a prosperous life in a prosperous Malaysia”.
Though the story itself may be a myth, the lesson holds true and gives the next generation an opportunity to better learn from past mistakes and successes, added Zalman.
“We have come a long way, but we still have some ways to go before the pandemic subsides, therefore making plans today is the best step we can take towards securing our future,” he said. “As the popular Chinese proverb goes ‘The best time to plant a tree was 20 years ago. The second-best time is now’.”
According to the Art Director from Naga DDB Tribal, Jiin Jiek Wong, executing the Nian story to life with the current government imposed limitations was no easy task as they envisioned, crafted, and produced the hand-drawn animations interspersed with live footage, all remotely. However, he said the team was genuinely inspired by the story they were telling.
“By working together as a team, we ended up with a story that proudly showcases one of the most enduring Chinese New Year stories, with a retelling that highlights the value of perseverance and working together to begin again,” Jiin said.
Watch the film here:
Chief Marketing and Communications Officer :Zalman Zainal
Head of Brand Marketing : Jason Ng
General Manager, Corporate Communications : Vivian Tan
Chief Operating Officer : Clarence Koh
Executive Creative Director : Nik Radzi
Associate Creative Director : Benedict Tan
Creative Group Head : Derek Yeo
Art Director : Jiin Jiek Wong
Copywriter : Michelle Goh
Junior Copywriter : Aish Mann
Designer : Sze Shen Wee
Director – Brand Management : Don Michael Acelar De Leon
Senior Account Executive : Samuel Fletcher
Head of AV : Sharon De Silva
Producer : Rosa Check
Senior Planning Director : Dennis Kam
Strategic Planner : May Li Chai
Project Manager : Lilian Lee
Executive Producer : Intan Sham
Film Director : Chevie Law
Production Asst : Kina
DOP : Nicholas Chin
Director Dept : Trikings
Editor : Sean Yap
Post & Animation : DTT post
Illustration : Two People Studio
Audio : TwoAm Music Studios
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