Sticking together through tough times despite sibling rivalry

Despite the change in plans Malaysians are experiencing this Chinese New Year (CNY), brands and agencies have kept the festive mood up by continuously rolling out exciting campaigns.

MARKETING Magazine always appreciates a creative and genuine campaign and today we take a look at one that is promoting togetherness while weathering challenging times with a tune that’s bound to get stuck in your head all day. 

Naga DDB Tribal in partnership with Watsons Malaysia has released a star-studded festive film revolving around the theme of forgiveness and togetherness regardless of obstacles. 

“With a lot of uncertainties happening nowadays, it shouldn’t spell the end for celebrations as we can always find ways to be together at heart. We should always help each other overcome whatever challenges, big or small,” said Raphael Ang, Head of Chinese Copy, Naga DDB Tribal.

The film follows the story of a famous singing duo sisters reconciling over a misunderstanding from the past and according to a statement issued by Watsons and Naga DDB Tribal, the intention behind the film was to remind everyone that they can always go through the hard times better when they stick together. 

The creative teams worked with production house Graph Studio to study the kind of music genre and content style that audiences nowadays enjoy the most. The end product is a musical drive storyline filled with drama, catchy songs that blend the 90s, K-pop, and Chinese musical instruments. 

“It’s a great honour to be back directing this year’s Watsons#HappyBeautifulYear film; it is always one of the most anticipated festive films for Malaysian every year,” said Film Director from Graph Studio, Derrick Yaw. “This year we believe we manage to find the right balance between entertainment and emotional drama that would resonate with the audience watching.” 

The extent to which Malaysians have resonated with the video is evident in the number of views it has garnered on. In less than two weeks since it was released, the video has over 6 million views and excited comments from viewers urging Watsons to release the full version of the songs featured in the film. 

The campaign was amped up further with appearances and collaboration of the popular singing duo among the Chinese community, Summer Grace Sisters, together with talented composer, Ang Chee Chiang, who play the main characters in the film. On top of that, the film also features Watsons celebrities and friends such as Danny Ahboy, HanXiiaoAii, Soimjenn, LizzChloe, Jinnyboy, Ayda Jebat and Amber Chia.

Watch the film here:

On another note, MARKETING Magazine’s annual Experts’ Choice Awards recognises the best of the best TVCs in Malaysia and your chance to be one expires in on 10 February.

So if you’ve been part of creating a CNY TVC this year, we highly recommend you submit an entry. Judged entirely by our readers, it is quite frankly the most prestigious TVC awards there is so don’t miss out on this spectacular chance to be recognised for your hard work.

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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)


Download Event PDF
Submit Entries Here

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