Listen to this articleEnsemble Worldwide, the creative unit of Mediabrands Content Studio (MBCS), the media-fueled creative content practice within the IPG Mediabrands network, has released PETRONAS’ first festive film of the year in conjunction with the Chinese New Year festive season.
The film, titled ‘Yǐ Hé Wéi Guì’ or ‘The Negotiation’, tells the tale of a community of shopkeepers who rally together after receiving the devastating news that they are about to be evicted on the eve of Chinese New Year.
Determined not to lose the place that brought joy and memories to them, and generations before, the diverse group of residents band together in a unified effort to save their history, heritage, home and way of life.
Ahmad Nazril Ibrahim, Group Creative Director at MBCS said, “This film in all its diversity embodies all it means to be Malaysian. While we progress and move to the future with technology and innovation, it is also important for us to truly understand our cultural heritage and where we come from as it shapes our identity in a significant way.
We’re excited to be embarking on this new journey of films with PETRONAS for the year, and hope all Malaysians are excited to journey with us in celebration of our rich culture and heritage.”
The film anchors on the PETRONAS festive theme of the year, ‘Roots of Our Future’ which will highlight and embed the richness of heritage, customs and culture into all the festive films of 2023.
The film was directed by P Prem Anand Pillai, who has directed multiple award-winning adverts, in collaboration with Reserve Tank as the production house.
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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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