OPPO MY celebrates the many faces of younger gen with badminton player Lee Zii Jia

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

OPPO Malaysia's latest brand film, The Portrait Expert, features Malaysian badminton player Lee Zii Jia and celebrates the multifaceted personalities of the younger generation. In the film, which was done together with Ensemble, Lee showcases the different sides of his personality and interests – national sports star, nature enthusiast and his inner musician.

The film is in line with the company's brand mission for the OPPO Reno7 Series 5G to empower the younger generation to live boldly and embrace their true selves. OPPO has intend to market this film via TVC, social media and digital – to reach out and motivate mass Malaysians, especially the Gen Zs. Having revealed their repositioning from Selfie Expert to Portrait Expert at the launch of the Reno7, the brand said Lee was the perfect choice for us as he displayed remarkable courage and motivation in reinventing himself while staying true to his career aspirations.

At the same time, the badminton player has also been named OPPO Malaysia's chief motivational officer. In a Facebook post, Lee said: "So far, so good, in love with this new role. What's important is never stop and never say never. To more joy and success. Okay, see you guys around! #CMO".

Last March, Lee smashed his way to victory at the Yonex All England Open against Danish player Viktor Axelsen. This led to some brands including 4Fingers, ONE Condoms Malaysia, and Chat Tea celebrating his win with a list of promotions for individuals with the surname "Lee".

Ensemble Worldwide's creative director, Norman Tang, explained that in the Asian culture, children are told to be obedient and conform to the norm. In fact, being different is considered weird, and shunned by many of the older, more traditional generations, Tang said.

According to him, this was not something that sat well with the native Internet youngsters. "The idea to tell this story came from a multitude of very real stories from this generation’s challenges; having to conform and live up to society’s expectations. Today, they aspire for more, hungry to live their unlimited selves and capture them in portrait," he explained.

The team worked closely with Lee throughout this entire process to listen and understand his journey. According to Tang, Lee has endured negative social comments, comparisons, and unexpected setbacks, yet he has always stayed focused on his goals and true passions. "We hope the sharing of his multifaceted self serves as an inspiration and hope to all Malaysians," he added.

Meanwhile, OPPO Malaysia's marketing director, Nikki Chen said: "Smartphones are very much a part and parcel of daily life for the younger generation. More than just a phone, the OPPO Reno7 Series 5G captures the portraits of life, serving as an extension to document whatever they do," Chen explained.

Heading into 2022, OPPO aims to bring new experiences and interactions for users by continuously improving and developing our tech innovations. As such, consumers can expect to see a more diverse range of products and IoT that are designed to offer a more complete ecosystem. Besides that, OPPO will continue exploring tech and lifestyle partnerships with global and local brands to add value to its products, as demonstrated through its collaboration with Sony by co-designing the world’s first exclusive 32MP IMX709 selfie camera sensor for the OPPO Reno7 series 5G.

Across the border in Singapore, OPPO named actor Lawrence Wong as its brand ambassador in January this year. According to OPPO, Wong's multi-faceted talents such as acting and singing made him the "perfect muse for the brand to invoke courage and creativity in self-expression". Dylan Yu, marketing director, OPPO Singapore added, "As an actor, he is also able to embody and bring to life various characters that he has played over the years very well."

share on