The Unexpected Gift
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
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Links:
Product/Service:
Telecommmunication
Client:
CelcomDigi Berhad
Brief:
The year-end period was an opportunity for CelcomDigi to reflect its diverse customer base, as it possesses the largest network footprint in the country. Identifying East Malaysians as the largest audience base that celebrates the year-end festivities, we looked to showcase the festivities from their unique perspective.
Solution:
This was told through a festive film that follows the adventures of Gideon after discovering he has a long-lost relative. Unfolding within a backdrop of a cultural truth that's happening across East Malaysia, as the younger generation is seen migrating to West Malaysia for more opportunities.
In his quest to reunite the family, he enlists the help of his sister who works in KL. In spite of their distance, they succeeded in their search, surprising their Grandmother, Inik, with the arrival of her brother on Christmas eve, delivering a memorable surprise for her and the entire family.
This heart-warming story of Gideon fulfilling his gift for his beloved Inik serves as a reflection of the brand's promise - Creating a World Inspired by You.
