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Creative Works APAC: CNY special featuring Apple, Peppa Pig, CIMB, Pepsi & more

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Welcome to The Drum's Creative Works, dedicated to showing the best creative work of the past week from the Asia Pacific region.

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: 'CIMB You-Sang, We-Sang'

Agency:
Client:
Date: January 2019
CMIB bank has decided on humour as the route to people’s hearts this Chinese, as it tells a story mocking the competitive claims over the origins of Yee Sang (or Yu Sheng) in its festive ad.
In a cinematic style, set stylishly in the 40s, the ad tells the story of an impeccable restauranteur that kept customers waiting with his attention to detail. The fable tells of a family who, in their rush to eat the delicious food, mixed together the ingredients the chef would painstakingly put together himself.
Yee Sang is a dish mostly eaten in South East Asia among the Chinese community during Chinese New Year. Each ingredient represents good luck in different areas of life and a ritual has developed around the creation, and eventual destruction, of the food and is now a core part of Chinese New Year celebrations for many.
Credits:
 
 
 
Creative Director: Jarrod Reginald, Pashyn Sethna
Copywriters: Andrew Perera, Naomi Hon, Sheena Sidhu, Joceline Yan
Art Directors: Michele Wong, Aaron Liau
Managing Partner: Nizwani Shahar
Account Management:  Melanie Mei, Chloe Chuah, Helena Siew
Program Director: Julie Saw
AV Director: Eric Yan
AV Producer: Loo Seng Tuck
Art Buyer Manager: Mandy Lee
Film Director: Maurice Noone
Executive Producer: Patminder Singh
Director of Photography: Julian Oh
Producer: Heng Deshen
Audio Production: TwoAM
Post Production: VHQ
Tags: Malaysia, chinese new year
 
 
 
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: 'CNY 2019'

Agency:
Client:
Date: January 2019
Coca-Cola China has forged itself a tradition for Chinese New Year in its clay doll characters but for 2019 the dolls are spreading a message that prosperity starts with family love.
Core to the campaign is a story told across TV, packaging, print, outdoor, digital and point of sale about the clay doll characters acting out gestures of family love, such as putting their hands together to form a heart shape.
A TV ad focuses on a playful pair of cousins causing mischief at a reunion dinner, while Coca-Cola launched the campaign officially back in January by lighting up the buildings on the coast of Qingdao. Images of the Coca-Cola Clay Dolls were cast on top of 53 buildings, using the building's lighting set up.
 
Credits:
 
 
 
 
Coca-Cola Asia Pacific Account Head: Cia Hatzi
Coca-Cola Regional Executive Creative Director: Nora Manjit Executive Creative Director: Michael Li
Group Account Director: Felicia How Senior Account Manager: Sophie Zhu Account Executive: Eva Zhang Senior Art Director: Alair Qu Copywriter: Yitian Yang
Creative Planner: Jay Caplan Agency Producer: Alison Lin
TVC Production House: The Loft Films
TVC Post Production House: MPC Shanghai TVC Director: Pepe Puenzo
Packaging Design Production House: MPC Shanghai Partner: Alibaba Group
Media Agency: Dentsu Aegis Media Shanghai
Tags: China, chinese new year
 
 
 
 
 
 
 
 
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