Thousand-Mile Horse
12. Craft Kancils [12.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]
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Links:
https://www.youtube.com/watch?v=OUdWrmuP5Os
Product/Service:
Malaysia Airlines CNY 2026
Client:
Malaysia Airlines
Brief:
Every Chinese New Year, brands tell the same story: everyone comes home. We wanted to tell one about going far. A thousand miles used to be the stuff of legends. For kids today, it’s easy peasy. Every generation one-ups the last, and nobody can say how far the next will go.
The task was simple, they wanted a film that would make people feel that.
Solution:
Chinese mythology has a horse, the Qianlima, that can gallop a thousand miles a day. Back then, a thousand miles took a legend. Today, it takes just a boarding pass.
The writing is built on one character. 马 (mǎ), is the last character of 千里马 (Qianlima), and the first of 马来西亚 (Malaysia Airlines). Same horse, hiding in plain sight. The film is centered around a child’s question: 什么是千里马？(What are you, Thousand-Mile Horse?)
And the words travelled well: Over 85M impressions across 7 markets, and in China, Taiwan and Hong Kong, 71.1M impressions reached 14.5M people, and site visits rose 116% and flight searches 25.1% year on year.
