MBCS & AIKEN PAY TRIBUTE TO STEPHEN CHOW FOR A BRIGHT & BEAUTIFUL CNY

MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, has created a campaign with Aiken, to empower Malaysians to be the brightest stars this Chinese New Year (CNY).

The Aiken Brightest Star campaign pays homage to the popular Hong Kong actor and filmmaker Stephen Chow and references his recent global talent hunt for women to audition for his upcoming movie titled ‘Shaolin Women’s Soccer’.

Phang Mei Jeng, Managing Director of MBCS said, “We know that CNY is a time to watch and re-watch Cantonese films that are old favourites, and Stephen Chow’s films are number one on that list. With his movies consistently trending around the festive season, and his recent open casting on social media, we looked to do this as a tribute to this huge icon and feature Aiken as the brand that helps you be the brightest star.”

The campaign features an open letter from Aiken to Stephen Chow, inviting him to watch the film, with a call for Malaysians to be their brightest selves this Chinese New Year via the #AikenBrightestStar contest.

The film features a group of girls being their brightest selves with the help of the Aiken Vita-C Bright Skincare range, which effectively brightens dull skin & lightens acne spots with 65x Vitamin C for brighter skin in 5 days, giving the girls the ultimatum to dominate the football court.

It stars the fresh faces of KOLs Jay Song, Jayden, Christine and Suzanne.

Saki Goh, Senior General Manager Marketing of Wipro Unza said, “We’re extremely excited about this campaign, as it speaks to CNY pop culture. Stephen Chow’s movies are funny and legendary, and MBCS have found a creative hook that enables us to pay tribute to him in a very special way. We hope more Malaysian women join this callout to be the biggest and brightest star, using Aiken as their ammunition to glow up in this Year of the Dragon.”

View the open letter to Stephen Chow.

View the Aiken Brightest Star contest here and here.

#AikenBrightening
#AikenBrightestStar


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

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