Nissan teaches youth how to address elders this CNY

Sum sum. Jiu Jiu. Ah Ma. Ah Por. Yee Ma. Gu Jie. Gung Gung. Ah Bek. Ahhhhhhhh! The wondrous thing about Chinese New Year is that everyone in the family, despite the generation gap, comes together. The down side to that is how complex Chinese extended families are.

Nissan reminds the younger generation the importance of respecting and addressing the elderly, properly. The campaign is supported by a microsite and features a 1 minute video in the first person of just how awkward it can be to address everyone wrongly. Especially when asking for ang pows.

this microsite helps users via a simple family tree chart that one can click to select whom they would like to address. All titles could be read and heard it pronounced in three different Chinese dialects; Cantonese, Mandarin and Hokkien.

The microsite allows uers to navigate through a family tree to learn the title of their relatives. All titles are available in the three dominant Chinese language in Malaysia: Cantonese, Mandarin and Hokkien.

Parminderjit Kaur
Advertising+Marketing Magazine Malaysia

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