人家, 家人
10. Craft Kancils [10.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]
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Links:
Product/Service:
Matrix Concepts Holdings Berhad
Client:
Matrix Concepts Holdings Berhad
Brief:
The agency was tasked to come up with a Chinese New Year campaign for the client which is a property developer. The campaign was to be targeted towards a young adult Chinese market between 25 to 35 years, and had to be relevant and engaging while still selling the concept of having or owning your own home. And because of the time of the year, everything had to be packaged neatly under the guise of celebrating the new year with themes of prosperity and abundance abound.
Solution:
The agency therefore developed the idea of 人家, 家人, which focused on the all too common predicament of “leftover women” in the Chinese culture. Women who today we know as career women but within the Chinese culture are seen to be “undesired” or “left behind”, as they do not have a husband and family to call their own. The narrative was crafted to be as down to earth and as everyday as possible without overselling any product or brand. A mirror to society and a story that was to become very relatable to the people who watched the film.
