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Maxis imparts grandfather’s wisdom

Maxis has launched a series of short videos to shed some light on Chinese traditions through its ‘Grandfather Stories’ campaign this Chinese New Year (CNY).

The series of eight videos featuring Yeh Yeh, a grandfather character relaying his wisdom of CNY traditions, can be viewed on Maxis’ official YouTube channel.

“Yeh Yeh, who’s a little tech-savvy, represents how the technology that Maxis is at the forefront of, plays a part in reconnecting us,” said Mei Cheong, head of brand, Maxis.

Szu Lee, executive creative director of McCann Erickson said, some traditions and customs are practised by younger generation without knowing the context or reasons behind them.

“We wanted to highlight the richness of these traditions and encourage viewers to learn about them from their own elders during Chinese New Year,” Lee told A+M.

The videos are filmed in Mandarin, Cantonese, Hokkien and English languages, with Mandarin and English subtitles.

The campaign includes print ads, write-ups on CNY folklore and traditions in China Press, and will run until 24 February.

The print ads include a QR code which will direct users to the videos on YouTube.

There are also on-ground activations and online components such as videos and online banners that drive users to the videos.

Maxis also encourages everyone to share their own grandfather stories on its Facebook page or tweet them using #yehyehstories.

The campaign involves McCann Erickson for creative, Next Digital for digital and Mindshare for media.

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