Zurich’s CNY film shines a light on the quieter side of celebration

While Chinese New Year is often portrayed as a season of reunion, noise and abundance, Zurich Malaysia is taking a more reflective approach this festive period with its latest short film, "The Two Sides of Festivity".

Created in partnership with Ensemble, the creative agency under Omnicom Media Malaysia, the film explores the emotional duality of the festive season, acknowledging that while many celebrate with joy and laughter, others move through the period carrying grief, longing and quiet absence.

Set against the familiar backdrop of Chinese New Year preparations, "The Two Sides of Festivity" follows a couple navigating the celebrations while coping with the loss of a loved one. Rather than leaning into spectacle, the narrative slows down to capture the unspoken emotions that often sit beneath festive traditions, offering a raw and restrained portrayal of how celebration can coexist with sorrow.

The creative direction was informed by an observation that many festive campaigns prioritise high-energy storytelling, often overlooking a more universal truth. According to Christopher Chong, creative director of Ensemble, the intent was to acknowledge emotions that are commonly felt but rarely represented.

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“We noticed that most festive campaigns prioritise the high-energy spectacle of celebration, often leaving a quieter, universal truth unsaid. Many move through the season carrying heavy emotions, shaped by reflection, grief and longing. We wanted to highlight this muted side to respect the reality of many families. Zurich, a brand built on care, felt like the right voice to tell that story,” he said.

For Zurich Malaysia, the film aligns closely with its brand promise of being present through all of life’s moments, not just the celebratory ones. Erin Hwang, head of brand marketing and communications of Zurich Malaysia, said the campaign was about recognising emotional realities that may otherwise go unseen.

“Sometimes, the most meaningful support is simply knowing that someone sees you, even in the quiet moments. This Chinese New Year, we want Malaysians to feel recognised and reassured in all moments of life. Whether a celebration is loud or quiet, Zurich is there to uphold our promise to ‘Care for what matters’,” she said.

Rather than positioning itself as a festive cheerleader, Zurich’s approach reframes the season as one that holds space for complexity, allowing audiences to feel seen regardless of how they experience the holidays. The film’s restrained pacing and emotional honesty stand in contrast to more conventional festive advertising, reinforcing the idea that care can be quiet, steady and deeply human.

"The Two Sides of Festivity" also marks part of a broader storytelling arc for the brand. The film connects to Zurich’s upcoming Raya campaign, extending the theme of embracing all sides of festivity across different cultural moments.

Water services provider Air Selangor has also unveiled its CNY film "Love Never Forgets" or "Kasih Tidak Pernah Lupa", which follows Mei, a devoted wife caring for her husband Lim, who is living with dementia, sharing the other side of festivities. Set against the familiar bustle of Chinese New Year preparations, the story reflects the emotional and mental challenges faced by caregivers, while underscoring the importance of support from family, friends and the wider community.

As Lim’s memory begins to fade, Mei navigates moments of confusion, frustration and tenderness, balancing her caregiving responsibilities with the traditions and expectations of the festive season. Through quiet, everyday interactions, the film sheds light on the often unseen sacrifices made by caregivers, particularly during times that are meant to be joyful and celebratory. 

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