Taylor’s University shines light on prosperity being more than just material wealth

This Chinese New Year, Taylor's University shared the concept of prosperity being more than just material wealth. Instead, it is about the tenacity in inspiring passion for a better future through education. Its three-minute spot features a male protagonist named Ah Bou, a simple man who is intrigued when he finds a used English textbook while collecting old newspapers.

One of the pages requires the user to unscramble the alphabets to form a proper word. Despite his lack of knowledge in the English language, he goes on a journey to learn the language by observing his environment to identify the right words. Even though his coworkers are unable to comprehend why Ah Bou is so insistent on learning the English language, he persists. The video later reveals that Ah Bou learnt the language so he is able to guide his young daughter and eventually provide her with a better life.

Group CMO Ben Foo said: “Prosperity in its truest and pure sense is sometimes in the selflessness, sacrifice and giving as much as it is in the receiving. At the end of the day, both the giver and the receiver finds joy. And that gives prosperity a meaning that is enduring and endearing."

Campaign credits:

Executive Producers :

Ben Foo, Group Chief Marketing Officer
Chooi Yew Vern, Head of Digital Tech & Content
Jovina Tan, VP of Marketing
Caydence Low, Director of Corporate Comms & Digital PR
Shirley New, Head of Marketing
Lee Ann June, Digital Marketing Manager
Emma Norhana Abas, Marketing Manager
Jeremy Teo, Head of Creative Content

Production: Imagineers Film

Idea & Concept: Reuben Kang & Daniel Mok
Directed by: Reuben Kang & Koh Chien Han
Produced by: Kenny Gan
Associate Producer: Kelly Koay

Cam & Art: Monolith Films (Michael Lourdes, Derek Lim, Ravindran Krishnan
Edited by: Koh Chien Han
Music by: Nick Davis
Storyboard by: Han Hung Siew
Starring: Duncan Lim (as Ah Bou), Marianne Tan (as older Daughter) & Chanel Chan (as younger Daughter)