HONG LEONG CNY - ONG LAI TART

Agency

NAGA DDB TRIBAL

Client

HONG LEONG BANK

Product/Service

BANKING

Brief

While we hoped for a recovery in 2021, it has proven to be even more challenging for many. Due to a increasing infections and prolonged lockdown, many businesses, workers, and families have suffered.

Whether directly infected or not, the spike in infection rates has taken its toll on many, in terms of both physical & mental health. Fortunately, things are starting to look brighter for the coming year:
- 91% adult vaccination rate as of Oct 2021
- Opening up of social and economic activities with prescribed SOPs

For CNY 2022, HLB aimed to help build up both Financial & Personal Health, with their range of solutions and special
CNY deals, so that Malaysians can enjoy true DOUBLE PROSPERITY.

Solution

Naga DDB developed a thematic campaign positioning the two core pillars of “Financial” and “Personal” health from the lens of a heartwarming story, Ong Lai Tart. It tells the story two young sisters - one who’s very health-attuned, another financially savvy. Together they work through their differences and use each others’ strengths to save their father’s Ong lai tart business.

Credit

MARKETER:
Hong Leong Bank
Zalman Zainal Chief Marketing and Communications Officer
Jason Ng Head of Brand Marketing
Vivian Tan General Manager, Corporate Communications

AGENCY:
Naga DDB Tribal

Designation Full Name
Associate Creative Director: Benedict Tan
Associate Creative Director: Derek Yeo
Head of Copy / Chinese Division : Raphael Ang
Copywriter: Samuel Shong
Senior Chinese Copywriter: Yvonne Tan
Senior Art Director: Wong Jin Jiek
Brand Director: Don Michael Acelar De Leon
Brand Manager: Nadia Badlishah
Designer: CK Chen
Head of AV: Sharon de Silva
Producer (Agency): Alison Yong

PRODUCTION HOUSE:
Production House: Fastman Studios
Director: Lobak Loon
Asst Director : Elroy Lee
Producer: Jorene Chew
Production Manager : Jeccise Ng
PA : Ivy Cheah , Siew Li
Casting : Kwan Kwan
Online Stream : Chee Ming Yeong
Art Director : Kok Ming
DOP: Kahgiap Lee
Focus Puller : Chun Hoong Kelvin Ng
2nd Cam Asst : Ah Yew
Gaffer : Pik Horng Liew
Sound Man : Kent Loh
Facilities : Weng
Wardrobe : Darren Siew
Makeup : Chen Jen Ying
Tart Maker : Chen Jen Ying