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Digi gives a twist to the meaning of family this Chinese New Year

With Chinese New Year (CNY) just around the corner, Digi Telecommunications (Digi) launched its own CNY video to showcase the meaning of family.

Digi said, for many Malaysians, family is the most important thing around the time of the new year festivities. It is a time for coming together and strengthening relationships with loved ones. So this Chinese New Year, Naga DDB Tribal together with Digi, decided to go in search for a new meaning of family, presented through a real story of a reunion.

Digi‚Äôs Chinese New Year video provides a new perspective to reunions and family by reuniting a Chinese school teacher and her students, many of which have been inspired and touched by her. Madam Chuang, a one of a kind teacher, from Kota Kinabalu is the brand’s unsung hero in this story. She lived her vocation as a teacher with love and compassion. This is witnessed through the testimonials of her students in the video. To all of them she was more than a teacher. She was family.

‚ÄúConnecting people to what matters most has always been at the centre of what we do at Digi. This CNY we were inspired by the story of Madam Chuang who played the role of mentor, teacher, friend and family to many of her students. We were excited with the idea of reconnecting her with those who consider her family, an opportunity mooted by the team at Naga DDB Tribal and their partnering production house Mojo. Together, they have pushed the idea that the best stories are most often real stories,‚ÄĚ Bernard Lee,¬†Digi‚Äôs head of marketing services, said.

‚ÄúFamily reunions are absolutely necessary, but all too often we stop there and forget about the other important people who helped shape our lives. We hope our message will inspire reconnections beyond family ties,‚ÄĚ Paul Lim, Naga DDB Tribal‚Äôs deputy ECD, said.

Watch the spot below:

Campaign credits:

ECD                                                   : Alvin Teoh
Deputy ECD                                     : Paul Lim
Creative director                             : Ellison Fernandez
Head of art                                       : Leong Sook Leng
Copywriters                                     : Raphael Ng, Naqib Shamsuri
Business unit head                         : Kevin Teh
Brand director                                 : Adia Suhaimi
Senior brand executive                  : Denise Chuang
Project management                      : Valerie Chan
Head of content studio                  : Lee Ling Chen
Film director                                    : Barney Chua
Assistant director                            : Alex Thong
Director of photography                : Kelvin Soo & Aidil Razali
Producer                                           : Fazlynne Majid
Audio production                            : Real Time Studios

 

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