Further, Together - Etiqa CNY 2024
10. Craft Kancils [10.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]
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Links:
https://www.youtube.com/watch?v=6R8il9PTw_k&t=26s
Product/Service:
Festive Web Film CNY 2024
Client:
Etiqa Insurance
Brief:
CNY is one of the most saturated seasons in the Malaysian commercial scene, with over a hundred videos being released every year by brands, artistes and content creators. In recent years, the CNY landscape has seen a shift towards short music and comedy content. However, Etiqa wanted to remain with a traditional narrative approach, seeing the opportunity to stand out and create deeper impact. More importantly, the aim was to explore unconventional topics, departing from the usual cliches of family and prosperity.
Solution:
In the process of planning for a narrative ad, we went big by making it feel like a CNY film '“ an ensemble cast of popular drama actors, in a unique setting of a school running club. However, the big differentiation factor was our choice of mental health as a subject. Though often talked about in today's society, this topic is hard to translate visually into film and can often be taboo in a CNY setting. By approaching it through the lens of 'why we eat together', we crafted a sentimental piece about being there for those who grieve.
