MALAYSIA AIRLINES x YEAR OF THE HORSE

12. Craft Kancils [12.1a Film Direction: Single (overall artistic direction; how production design, casting, cinematography, editing come together to tell a story)]

Links:

https://www.youtube.com/watch?v=OUdWrmuP5Os

Product/Service:

Festive

Client:

Malaysia Airlines

Brief:

Malaysia Airlines has a long-standing relationship with Chinese travellers, and Chinese New Year is a moment to speak to them. This year, the airline also wanted to rebuild trust and emotional connection with the China market (including the Chinese diaspora). Every Chinese New Year, brands tell the same story: everyone comes home. We wanted to tell one about everyone going out, a little further with every generation. Malaysia Airlines asked for a film that would make them feel something. And then look up flights.

Solution:

Chinese mythology has a horse, the Qianlima (Thousand-Mile Horse), that can gallop a thousand miles a day. Back then, a thousand miles took a mythical being. Today, it takes just a boarding pass. The film is a nod to how far we’ve come, but also a musing about how far the next generation can go. Happy coincidence: the horse was hiding in plain sight all along: the first character of Malaysia Airlines’ Chinese name, 马, means horse. Over 85M impressions across 7 markets. 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. In Malaysia, Singapore, Indonesia and Australia, 13.9M more.

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