Behind The 新 (Xīn) | CelcomDigi Chinese New Year 2026
12. Craft Kancils [12.2b Cinematography: Campaign]
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case film
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Links:
https://www.youtube.com/watch?v=IPi2ksxCK2E
Product/Service:
TELECOMMUNICATION
Client:
CELCOM DIGI BERHAD
Brief:
Two years after Malaysia’s two largest telecommunications providers merged to form CelcomDigi, the nation’s widest, fastest and most secure network, one challenge remained: in a commoditised telco category, network leadership had become a functional claim that Malaysians had stopped listening to. We asked ourselves: what can the widest network do if not connect people to things they might never have discovered otherwise? Malaysia’s festive celebrations have inspired countless stories of family, togetherness and tradition. But behind these celebrations are craftspeople whose skill and dedication keep our cultural heritage alive, often far from the spotlight. Their work can take months to complete, only to be experienced over a week of celebration. We saw an opportunity to show, rather than tell, people what CelcomDigi’s nationwide reach could make possible: bringing these overlooked makers and the stories behind their craft to a wider audience.
Solution:
CelcomDigi’s network gave us the reach to uncover stories from across Malaysia, taking us to the craftspeople behind its festive traditions. We brought cameras into their natural working environments, capturing their craft as it happened, not recreating it for the camera. Through intimate framing and up-close perspectives, we brought people closer to the intricate details: the precision of their hands, the techniques and the passion behind every creation. The editing built intrigue by withholding the bigger picture, keeping viewers focused on the craft. The films revealed a striking contrast: celebrations that last a week can depend on months of painstaking work that often goes unseen. By looking beyond the festivities, the cinematography brought the people and heritage behind them into focus.Instead of simply claiming to be Malaysia’s widest network, CelcomDigi showed what that reach could make possible: connecting Malaysians to traditions they might otherwise never discover.
