MR.DIY CNY 2023: THE RUDE GIRL

1. Film & Branded Content Kancils [1.3 Film (Social Platforms)]

Links:

Product/Service:

Home Improvement Retailer

Client:

MR.DIY

Brief:

Everyone is aware of MR.DIY as a go-to place for home improvement. Its main customers are Malay housewives, and Malay working family men from the B40 and M40 brackets. However, its preference is slightly lower among the Chinese, especially young Chinese females (25-34). The brand wanted to connect to these lapsed Chinese users, and make MR.DIY top-of-mind amongst Malaysians during the crowded CNY advertising scene.

Solution:

We discovered that there is a lot that unmarried Chinese girls are expected to do during CNY. As a Chinese female, you are expected to work hard all year to save up to buy your family gifts, and have new clothes for every open house visit. You are expected to take leave and help your family clean and decorate the house, cook meals, run errands, all while facing criticisms about your career, weight, looks, age, and relationship status. Through these observations, we crafted a film that seeks to inspire Chinese women - the demographic with the lowest affinity with MR.DIY - with a film about how the things we do, mean more than the things they say. Unlike traditional CNY films, our film featured no CNY home prep, no reunion scene between parents and children, no lion dances, and no house decorating. It didn't even feature a first born son stealing the limelight. Instead our film stars a single, independent, unmarried chinese woman who lives on her own, seemingly giving th

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