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Digi stirs emotions with CNY video on love and sacrifice

Given that Lunar New Year is the season of family reunions, Digi hopes to inspire Malaysians to rediscover their roots and the rich treasures found in family stories. These include stories of adventure, hardship, overcoming obstacles, and most of all, stories of love and sacrifice.

With today’s younger generation having it easier compared to their forefathers, gone are the days where putting food on the table was in question or being under the mercy of nature. The film depicts a college kid sent to care for his slightly senile grandfather. Juggling between ah kong’s constant singing and bouts of cyber taunting from his friends, he unwittingly makes a startling discovery about a little secret his family never told him about. The campaign will run throughout the duration of Lunar New Year.

Bernard Lee, head of marketing services at Digi, said the film is a little reminder to face new challenges with the wisdom and patience of old, represented by the grandfather in this tale. “Family stories are your greatest inheritance. Wealth may not last, but your stories will,” Lee said.

Naga DDB Tribal’s ECD Alvin Teoh said if family stories are not passed on from generation to generation, they will one day be gone forever. “More than just telling stories, it is in a way heritage preservation, and first-hand lessons on family values and culture,” Teoh said.

Campaign credits:

ECD: Alvin Teoh
Deputy ECD: Paul Lim
Associate CD: Leong Sook Leng
Creative Group Heads: Andrea Yap
Head of Chinese Copywriter : Raphael Ang
Chinese Copywriter: Ng Jia Qi
Business Unit Head: Kevin Teh
Brand Director: Lim Jia Wei
Brand Manager: Ng Mun Tyng
Project Management: Valerie Chan
Head of Content Studio: Chen Lee Ling
Producer: Stephanie Ooi
Film Director: Barney Chua
Director of Photography: Jeerasak Intasa @ Khun A
Producer: Fazlynne Majid and Zax Loo
Audio Production: Danny Lim @ Real Time Studios

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