Enter The Dragons
10. Craft Kancils [10.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]

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Links:
https://youtu.be/uCEJwT7ZQaY
Product/Service:
Retail
Client:
Watsons Malaysia
Brief:
Chinese New Year is one of those times in a year where all of Malaysia looks forward to festive ads '“ with Watsons being one of the biggest names that viewers have come to expect in producing yet another talk-of-the-nation CNY Festive Film. And with 2024 being the Chinese Zodiac Year Of the Dragon '“ Watsons' CNY film needed to do two things:1. Stand out amidst a strongly auspicious year in what was most likely going to be a sea of Dragons.2. Top itself once more in yet another Watsons CNY spectacular.
Solution:
Enter The Dragons 同心同喜，过靓年！A CNY-film centred around the Lóng (é¾™) family '“ or quite literally '“ the Dragon Family. From Heng Long, Seng Long, Yi Long, Ling Long, and Kiew Long, each of the Dragons Cousins strive to prove themselves the ultimate Dragon to the matriarch '“ Lóng MaMa herself. Playing out in a visual spectacle worthy of a Watsons Dragon year, the cast 'battle' it out, Lóng style '“ from the dialogue, to the greetings, to the Kungfu moves, only to be out-won by a plot-twist only a Dragon could be capable of pulling off, in a way that brings the Lóng family together '“ meaningfully. All while expressing the Look Good, Do Good, Feel Great theme that Watsons stands by in its expression of beauty, in a catchy and familiar Watsons tune befitting the Year Of the Dragon! Results:'¢ 3.5% in sales uplift compared to 2023 campaign period'¢ Total 60M views across various platforms'¢ >RM2.2M in PR Value'¢ 1.8M contest participant

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