MR D.I.Y. & Fishermen Integrated Reminds You That All You Need This Chinese New Year is Ai Not A.I.

Malaysian based home improvement retailer, MR D.I.Y. has collaborated with award winning advertising and digital agency, Fishermen Integrated on a heartwarming web film for the upcoming Chinese New Year.

With all the hype about Artificial Intelligence in the past few years, MR D.I.Y’s CNY ad definitely adds a nice twist to the need for A.I technology

“Although there has been a lot of talk about A.I and how powerful it is becoming, our team realised that there is a better kind of AI that artificial intelligence will never match – the ‘AI’ in Wo Ai Ni (I Love You).

For this reason, this Chinese New Year, we wanted to break free from the usual Gong Xi Fa Cai prosperity messages and reach out to the Chinese community, who shy away from vocal expressions of love, to start a far more valuable tradition – by saying Wo Ai Ni to their loved ones.” explained Andrew Perera, Creative Director of Fishermen Integrated.

Andrew Perera, Creative Director of Fishermen Integrated

Set around the Lunar New Year, the short film isn’t your usual tear jerking films, but one that infuses humour and family values in the most unprecedented way. We can proudly say that it’ll definitely get you thinking of the elders in your family, in a heartbeat.

“The Lunar New Year is all about bringing family and loved ones together. The best and simplest way of doing so is to bring out the spirit of ‘Ai’ (Love) which is to say “我爱你 Wo Ai Ni” or “I love you”.

Our web film shows how a grandfather uses unique ways to express his love to his family members with the assistance of AI. With this, MR D.I.Y hopes to remind everyone to make this festive season a little extra special by injecting the spirit of ‘Ai’ (Love), instead of ‘AI’ (artificial intelligence).” expressed Alex Goh, the Head of Marketing for MR D.I.Y. Group.

Alex Goh, the Head of Marketing for MR D.I.Y. Group

Aptly titled Wo AI Ni 我爱你, the short film follows the journey through the eyes of the grandson of the “The Most Strict Headmaster In The Country”. Directed by Reuben Kang and Imagineers Film, this lighthearted film has since garnered over 10 million views across platforms in just 7 days. This Lunar New Year, skip the AI in Artificial Intelligence, and add the Ai in 我爱你 Wo Ai Ni instead.

With the Lunar New Year and Valentines day merely days apart, MR D.I.Y. wants you to express love to your loved ones in the most sincere and fun loving way with all the activities that they’ve lined up just for you at MR D.I.Y. Plus in Mid Valley Megamall.

From the 8th Jan to the 25th Feb, make a wish on the Wishing Wall, try your hand at the craft  workshops, watch traditional performances and take loads of photos at the photobooth with your loved ones. For more information on what’s in store, check it all out,  here.


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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.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

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