Society & Ansible comes together for CNY

Society & Ansible collaborates on CNY campaign for TNB’s Chinese New Year
Society and Ansible, IPG Mediabrands Malaysia’s creative content and technology agencies come together to collaborate on “The Coming Together”, an engaging and unifying Chinese New Year campaign for Tenaga Nasional Bhd (TNB).

The campaign was unveiled with a film created by Society, with messages of tradition, perseverance, unity, solidarity, and harmony amongst all Malaysians through a narrative that would take them back to something familiar and instantly recognisable.
“The Coming Together”, follows the main character as she reminisces and looks back on a moment in her childhood, when she, siblings and friends came together to make the New Year brighter and happier for their loved ones.

“There is a sense that we as a nation have become so consumed with technology, specifically our mobiles, as opposed to the past when we built our own toys, powered by our own imagination, resourcefulness and involvement. With this film, we wanted to highlight these attributes, and demonstrate how technology should not be a barrier to human interaction,” said Stanley Clement, Managing Director of Society.
“We hope this commercial would encourage viewers to preserve the traditions practised during their childhood days and to foster unity with others regardless of race and religion. Working with Society, and the rest of IPG Mediabrands’ agencies has helped us illuminate this intention, and we are enthusiastic about this collaboration,” said Datuk Wira Roslan Ab Rahman, Chief Corporate Officer of Tenaga Nasional Berhad,

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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