Marrybrown Malaysia - CNY 2026 纸为你 (Crafted with Love)
1. Film & Branded Content Kancils [1.2a Film (Online): Single]
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creative assets
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case film
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Links:
https://youtu.be/ZKqyY_po_bc?si=vlLg_8gY0CpHT5I3
Product/Service:
Egg-stra Ong
Client:
Marrybrown Malaysia
Brief:
Today, CNY traditions have gone digital, with e-Angpaos and wishes sent as WhatsApp stickers and looping GIFs - making them feel less sincere and more impersonal. Marrybrown wanted to bring back the warmth of CNY through its recurring festive LTO, Egg-stra Ong, and make gifting meaningful again.
Solution:
We turned to Chinese paper cutting: a fading art form, and a one-of-a-kind keepsake made by hand for someone special. It was the perfect expression of Egg-stra Ong, which means "Extra Blessing" (Ong = Blessing).
纸为你 (Zhǐ Wèi Nǐ) - a wordplay on “只为你” (“only for you”) - reflects the idea of something made especially for someone.
Our film, Crafted with Love, follows a grandmother who teaches her granddaughter the art of paper cutting. As life pulls the granddaughter away, a heated moment with her grandmother makes her realise how precious their time together is. With time, she learns to cherish her grandmother’s love and tradition, which she eventually passes on to her own family.
