Adidas, Singtel, JD.com: Chinese New Year 2020 campaign coverage

As we enter the year of the Rat on January 25, The Drum's Creative Works pulls together Asia's offerings of Chinese Lunar New Year (CNY) ads.

Brands like Singtel, JD.com, Adidas and EcoWorld have revealed their Spring Festival ads across countries such as Thailand, Malaysia, Singapore, Indonesia, perpetuating the need for family, togetherness and traditions.

Make sure to vote for your favourite campaign below by clicking on the stars. Check back here often to see all the latest campaigns and check out The Drum's ongoing CNY coverage here.

: 'His Grandfather’s Road'

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Date: January 2020

Singtel has adopted a more comedic approach for its annual Chinese New Year campaign, moving away from its traditional tug at heartstrings approach.

The new campaign is called ‘His Grandfather’s Road’, which is a play on a phrase Singaporeans use to describe drivers who behave as if they own the road.

The campaign’s film showcases a road rage altercation between two families that are in their cars and on their way to visit their relatives and friends on the first day of Chinese New Year, but find themselves stuck headlong on a narrow street and refusing to give way to each other.

The film plays on local pop culture as both families attempt to wait and wear the other party out by using their respective mobile devices to stream drama shows with Singtel’s mobile data and products.

For example, as the family emerges from their vehicles to confront each other, a nosy passer-by attempts to capture their spat on camera, forcing them to scurry back to their cars, averting a confrontation.

They then order food delivery, but their orders are delayed, as their delivery riders have to find alternative mode of transports, a nod to the new personal mobility devices ban by the Singapore government.

The confrontation then ends on a conciliatory note after both families found they had many things in common.

“Chinese New Year is the perfect occasion to reinforce Singtel’s long-held values of celebrating connections that count. Hence, this simple tale of two feuding families who discover they need to be more expansive and “make the right connections” with each other - the film’s tagline,” said Lian Pek, the vice president for group strategic communications and brand at Singtel.

“Of course, as a company, we’re very much about providing high quality and reliable connectivity services that cater to our customers’ changing lifestyles and expectations. So that gets a playful plug too. You can be stuck anywhere, but thanks to technology, life goes on!”

 

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Tags: Singapore

 

 

 

 

 

 

 

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: 'Heart Baker'

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Date: January 2020

Created by FCB Kuala Lumpur, ‘Heart Baker’ is the eleventh edition in RHB Bank’s Awakening the Challenger Within campaign and commemorates the upcoming Chinese New Year 2020 festivities. This edition sees the brand’s challenger spirit manifested in ten-year-old Leah Choy, who is also affectionately known as Chef Leah with a Big Heart.

The film takes viewers back to a time when Leah had just started her baking journey, and it unravels the heartfelt motivation behind her incredible display of perseverance despite having to learn baking from scratch and failing multiple times in the beginning.

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CLIENT: RHB Bank

Group Chief Marketing Officer: Abdul Sani Abdul Murad

Head, Group Brand Communications: Tunku Hazli Bin Tunku Tolha

Manager, Group Brand Communications: Anwar Amin

Senior Manager, Digital Brand Management: Elaine Yap

AGENCY: FCB Kuala Lumpur

Co-owner & Chief Executive Officer: Shaun Tay

Co-owner & Chief Creative Officer: Ong Shi Ping

Head of Account Management: Sharon Rodrigues

Creative Director: Tjer

Creative Group Heads: James Voon, Jonathan Chan

Copywriters: Megan Ong, Felice Puah

Account Executive: Alexis Au-Yong

Senior Producer: Wira Chon

PRODUCTION HOUSE: Carrot Films

Film Director: Tan Seng Kiat

Associate Executive Producer: Lani Layali

Producer: Lim Shu Jia

MUSIC & SOUND DESIGN: GT Records

Executive Producer: Ram Nabil Chia

Producer: Munirah Razali & Anand Shashidharan

Tags: Malaysia

 

 

 

 

 

 

 

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