Under One Roof
12. Craft Kancils [12.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]
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case film
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Links:
Product/Service:
Online Festive Video
Client:
Matrix Concepts Holdings Berhad
Brief:
Every Chinese New Year, property developers in Malaysia tend to create festive ads merely wishing its customers and clients a Happy Chinese New Year. This year, Matrix Concepts wanted one that not only wished people, but demonstrated their forte in a unique and relatable manner that tied back directly to the brand as well as their business as a property developer.
Solution:
We begin with the word 家 (family/ home), and literally blew the roof off. By utilising only the 宀 radical, which means roof, the campaign then evolved into different new words and characters that could be created with the 宀 as its roof. These included words like 家 (family/ home), 富 (fortune), 安 (peace), and 宁 (comfort). The end promise of the campaign being Matrix Concepts may build the roof, but what you put under it is up to you.
