PETRONAS CNY 2026_Shop Of Wonders
12. Craft Kancils [12.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]
×
![]()
×
![]()
case board
×
![]()
Links:
https://youtu.be/O3pi3p3sf1Q
Product/Service:
Service
Client:
PETRONAS
Brief:
In a highly competitive festive landscape dominated by familiar reunion themes and emotional storytelling, how can PETRONAS create a CNY campaign that stands out, resonates authentically with audiences and builds a deeper emotional connection with the brand?
Solution:
THE INSIGHT
For the Chinese people, family is everything. The caring of elders especially is a deeply rooted culture value, tradition that is part of the culture. It is a situation that many of today’s generation of Malaysian Chinese are navigating as they balance the responsibilities of caring for their ageing loved ones with the demands of modern life.
THE STORY
This Chinese New Year, PETRONAS wanted to bring this insight to life through the story of a young couple, full of hope and optimism for the year ahead. For her, the occasion is especially meaningful as she prepares to meet his father for the very first time.
THE TWIST
But what begins as a seemingly innocent detour to an antique shop takes an unexpected turn when she discovers that the shopkeeper is, in fact, his father, who is living with Alzheimer’s. While she struggles to process the revelation, her boyfriend takes it all in stride, meeting his father who doesn't even recognise him with patience and understanding. His acceptance of the situation serves as a reminder to us that progress happens when we embrace change and all its wonder.
