Watsons Malaysia bridges generation gap this CNY

Chinese New Year is one of the biggest and most celebrated festive seasons in Malaysia. However, it is also a time where the younger generation is prompted by a series of questions posed to them by their elder relatives – on subjects such as marriage, finances, future plans and family planning.

With this universal insight, Naga DDB Tribal have come together to bring Watsons #HappyBeautifulYear 2020 campaign edition, with the intention to bring all generations closer together this Chinese New Year.

The story centers on the tensions and misunderstandings that happen between two different generations in the same family, with the twists stunningly expressed in Chinese opera styling and singing. The magical part of the story? The hero is the family’s youngest child, performed by Sawyer Leong, who comes in to bridge the barriers for both generations.

Naga DDB Tribal and Watsons wanted to honour the rich Chinese cultural history by revitalising Chinese opera interestingly through a collaboration with actual Chinese opera experts to get proper direction and advice in terms of outfits, styling, actions, choreography and singing.

“Naga DDB Tribal wanted to take the opportunity to expose our consumers to the beauty and grace of this traditional art form in a contemporary setting. To strengthen the key message, the lessons to bridge the generation gap have been incorporated into the lyrics of the theme song, which infuses both traditional Chinese Opera music elements and contemporary music,” said Kevin Teh, Head of Brand Management, Naga DDB Tribal.

“Generation gaps are very common and we should take this opportunity to bridge the generation gap by understanding and respecting the differences between these two generations. Hence, we produced the #HappyBeautifulYear 2020 video for this year’s campaign to promote the understanding and bonding between two generations in a family by delivering it in a comedic and musical style with underlying messages.

Keeping traditions alive and bringing out your most beautiful self is always important while keeping up with the latest trends. We believe that our products and services are ‘ice breakers’ or talking points with friends and families, as Watsons offers all kinds of different products for all ages,” said Caryn Loh, Managing Director of Watsons Malaysia.

“Watsons Malaysia CNY campaign is award-winning campaign recognised by the industry. This year we have a cast of star-studded and talented multi racial Watsons celebrity friends in the campaign video.

“The video features awe-inspiring celebrities and friends from both generations to deliver the message, including Han Xiiao Aii, Bernard Hiew, Pink Tan, Elyn Leong for the younger generation and Chan Fong, Chui Ling, Freddie Huang and Catz, who played the roles of the older generation.Let’s celebrate #HappyBeautifulYear together!” said Danny Hoh, Customer Director of Watsons Malaysia.

On top of the main film, there will be a TV commercial, cinema ad and extension videos that highlight the many products that will be on sale at Watsons during the campaign. Additionally there are 3 more highlights running during the festive period:

Win RM2,888,888 worth of prizes
Customers who spend RM80 and above at Watsons store & Watsons online to stand a chance to win RM2,888,888 worth of prizes including Samsung devices.

AR Selfie Contest
Customers who use Instagram to record and post their Insta Story by using RM8,888 worth of Watsons points.

Watsons #HappyBeautifulYear Angpao packet
Customers who spend RM80 and above at Watsons store & Watsons online are entitled to redeem RM388 worth of reward vouchers and angpao packets with Chinese opera characters inspired from our Watsons Happy Beautiful Year CNY film.

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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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