Leo Burnett Kuala Lumpur
Maxis
Maxis
Memories are Chinese New Year’s most enduring gifts. But with 6.3% elderly Chinese Malaysians suffering from dementia and 261,000 Malaysians projected to suffer from dementia by 2030 (Alzheimer’s Disease Foundation Malaysia, 2016), the joy of these memories are lost for a growing number of Malaysians. Coping with dementia is also stressful for the families.Beyond just launching a film during this Malaysian advertising “super bowl”, Maxis wanted to create a meaningful solution to this problem, using what they know best: the power of digital and data to improve lives. This submission focuses on the film, which is part of a larger campaign that included a data-driven reminiscence therapy app and neuro headband.
Maxis launched The Unforgettable Chinese New Year, a story featuring the strained relationship between an adult daughter and her hard-to-please father, who much prefers his long-gone little daughter.Through the film, the audience is made to feel for both the dementia sufferer and the caretaker. And to recognise some of the subtle signs of dementia. More importantly, we see how the daughter is able to help her father cope with the condition, with some help from Maxis’ RE:Collection. An app that uses data analytics to deliver personalised reminiscence therapy, developed in partnership with the Alzheimer’s Disease Foundation Malaysia, top homes for seniors with dementia and leading doctors in the field.In just a few weeks, our campaign generated 19.5 million impressions and over 26 million media reach, rising to become one of the most talked about films during this season by the mainstream and trade press, and was named one of the top Chinese New Year ads in 2020 by a variety
Executive Creative Director: Emir Shafri<br />
Creative Director (Content & Social): Lay Jian-Yi<br />
Creative Group Head (Art): Chan Sze Mei<br />
Copywriters: Hana Sudrajat, Emir Shafri<br />
Art Directors: Deebben Subramaniam, Amirra Razak, Chan Sze Mei<br />
Chinese Language Copywriters: Poon See Han, Peisien Lee, Sylvia Ng<br />
Account Lead, OPTM: Munas Van Boostra<br />
Account Management: Sharon Tan, Charmayne Anthony, Jennifer Liew<br />
Digital: Gillian Chow, Syahmi Aljufry<br />
AV Producer: Phoenix Tham<br />
Technology Partner: Ministry XR<br />
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Production House: Superwonderful Films<br />
Film Director: Al Isaac<br />
Executive Producer: Diana Tang<br />
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Head of Brand & Marketing, Maxis: Tai Kam Leong <br />
Marketing Communications, Maxis: Benjamin Woo, June Gan, Adeline Chong, Chryssa Lai<br />
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