The general perception of Palm Oil is a negative one. Globally, it is advertised as a crop that deprives animals of their natural habitat and utilizes child labor. The client wishes to combat that perception within the Malaysian community, and depict it as a national commodity Malaysians can be proud of.
To ring in the Chinese New Year, the video was produced to convey a message of good harvest. As a multicultural nation, the agency wanted to depict Malaysians united as one. As such, the video featured people of varying races writing the Chinese symbol "feng", meaning a good harvest, together. Representing the Malaysian people working as one, towards a common goal of obtaining a good harvest.