Maxis campaign shows how technology can unite families this CNY

Maxis 4G Films and Ensemble Worldwide, IPG Mediabrand’s creative agency, have launched a short film about long-lost siblings who search for each other with the help of technology and live videos.

Inspired by true stories, the film titled “The 50-year Promise” hopes to encourage Malaysians to reconnect, reunite and capture lost years with family and friends this Chinese New Year (CNY), no matter how far apart or how long they’ve not seen each other, by using the Internet.

“Facebook tells us people spend three more time watching live videos versus non-live ones. We hope this CNY film shows the power of live video in a fresh and very human way,” said Sulin Lau, Maxis’ head of marketing services.

“Technology platforms like live videos empower everyone, regardless of age. The internet isn’t just a place for millennials, it can create powerful experiences for everybody, ” said Lau.


“The story is one that a lot of Malaysians can relate to. Many families have stories of separation of their own. We wanted to explore these themes and how technology can help Malaysians write a new narrative, heal old wounds, and bring families closer,” said Chan Woei Hern, executive creative director of Ensemble.

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